- Domino’s has implemented its first brand refresh in 13 years, with a new design that includes bolder colors, a bespoke font and new packaging that highlights the brand’s distinctive logo.
- The brand refresh also includes a new audio trademark (or, as the brand calls it, a “Cravemark”) and jingle that emphasizes the “mmm” sound within the company’s name. The jingle and audio signature are voiced by country music singer Shaboozey.
- The new look and audio will roll out in the coming months across the U.S. and through multiple international markets and include touchpoints such as TV and digital advertising, the company’s website and app, boxes and other print collateral, in-store graphics and team member gear.
The brand refresh is most notable in the company’s packaging, which includes an updated look to its pizza boxes. A new design makes the top of the box look like one half of the company’s logo, so that when two boxes are placed together, they look like the company’s full logo. Traditional pizzas will come in the company’s signature red and blue boxes, while specialty Handmade Pan and Parmesan Stuffed Crust boxes will come in black boxes with a metallic gold take on the logo.
All of the packaging, collateral, digital properties and other material will also have hotter versions of the company’s signature blue and red colors, along with an updated “Domino’s Sans” font that is thicker than its previous font. The new Cravemark depicts the company’s name spelled as “Dommminos,” with the three mms offset in the new red and the other letters in blue.
The update is meant to put the focus back on the company’s signature product, after years of back-end improvements in ordering and delivery, according to Kate Trumbull, Domino’s executive vice president and global chief marketing officer.
“Over the past decade, we became known as a technology company that happens to sell pizza,” she said, in a statement. “But with our ‘Hungry for More’ strategy, we’re bringing the focus back to making and delivering the most delicious products and experience, which is what Domino’s customers really want.”
