Rubicube Creative | Brand Strategy & Creative Agency Jakarta

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Domino's Pizza

Consumer Goods & Retail

SERVICES

DELIVERABLES

INDUSTRY

LOCATION

SERVICES

DELIVERABLES

Brand Strategy

Marketing Collateral Design

Content & Creative Direction

Brand Activation & Campaigns

Naming & Verbal Identity

Strategy Proposal Deck

Brand Audits

Photography Direction

Stationery

Packaging Copywriting

Launch Campaigns

Color Palette

Typography

Storytelling

Messaging System

Tagline Creation

Brand Naming

Tone of Voice

Audience Research

Brand Architecture

Digital Campaign

Collateral

Copywriting

Brand Guidelines

Illustration

Graphic System

Logo

Brand Narrative

Brand Positioning

INDUSTRY

LOCATION

Consumer Goods & Retail

Nationwide, Indonesia

TURNING EVERYDAY CRAVINGS INTO A MORE EXPRESSIVE BRAND EXPERIENCE

Domino’s Pizza Indonesia had already built strong brand recognition, digital convenience, and a loyal customer base. However, its communication remained heavily driven by promotions, product imagery, and functional messaging. Rubicube was engaged to audit the existing brand experience and develop a refreshed creative direction that could strengthen emotional connection while preserving Domino’s core strengths in speed, value, technology, and convenience.

“The three values—fast, fun, and relatable—became the filter for every decision. The system needed to move quickly, communicate clearly, and still feel full of personality.”

CHARLES TJUNG, CREATIVE DIRECTOR

MARIO UTAMA, EXECUTIVE CREATIVE DIRECTOR

MARIO UTAMA, CEO & FOUNDER

Making Every Product a Craving Moment

The refreshed creative direction was implemented across campaign posters, digital content, point-of-sale materials, window graphics, murals, standing banners, packaging, eco bags, uniforms, and delivery vehicles. Bold typography, expressive imagery, product-led storytelling, and playful graphic elements created a consistent system that could shift easily between emotional campaigns, product promotions, seasonal communication, and app-focused messaging.

Across every touchpoint, the application system balanced Domino’s recognisable identity with greater energy, flexibility, and cultural relevance. From pizza boxes and store environments to QR-enabled delivery assets and staff uniforms, each element was designed to strengthen brand recall, encourage digital interaction, and create a more engaging experience from first craving to final delivery.