“The design centers around the pizza-makers commitment to transparency, by exposing a “dirty little secret” of the pizza business: Most of the pan pizzas that people are eating are made with frozen dough. Domino’s, however, uses fresh dough that’s never frozen. To highlight this, CP+B created a nearly all-black box (loaded with fun facts) as a visual reminder that the pizza inside is handmade and baked in a pan”
- Communication Arts