Domino's® Unveils Quirky and Tasty Brand Refresh to Delight Pizza Lovers
In an exciting move, Domino's Pizza Inc. has launched its first brand refresh in over a decade, aiming to make every aspect of the brand equally enticing as the pizzas they serve. This transformation consists of a fun modern take that harmonizes the company’s rich heritage with contemporary design elements, making it appealing to both existing fans and the younger generation of pizza lovers.
The new visual identity is marked by bolder colors, modern typography, and revamped packaging which will be rolled out across the United States and in various international markets. The changes depict a new vibrant aesthetic that resonates with the joy of indulgent pizza. The lively new jingle, 'Dommmino's,' which features the five-time Grammy-nominated artist Shaboozey, encapsulates the spirit of craving that Domino's aims to evoke in its customers. As Kate Trumbull, Domino's executive vice president and global chief marketing officer, stated, 'You can’t say Domino’s without saying mmm.' This catchy jingle reinforces the brand's desire to be synonymous with mouth-watering pizza.
The fresh packaging is another highlight of this reimagined brand identity. The eye-catching boxes will now have a simplified and vibrant design that prominently features the iconic logo. The company is taking the opportunity to upgrade its Handmade Pan and Parmesan Stuffed Crust pizza packaging with a more sophisticated black and gold variant. Such elements are designed to create a memorable unboxing experience that customers will appreciate.
Along with the revitalized visual elements, Domino's is also enhancing its team uniforms to be more colorful, aiming to create excitement in-store among the crew and convey a modern flair that aligns with the new brand identity. Additionally, promotional shirts celebrating the brand’s new slogan will emphasize how integral craving is to the Domino’s experience.
Trumbull also emphasized that while many companies refresh their branding out of necessity, Domino's is progressing after years of remarkable growth. The updated branding will also mirror how the company approaches future innovations in its menu, ensuring that boldness and modernity are at the forefront. Every piece of this refresh — from marketing materials to packaging, from team uniforms to customer touchpoints — is a reminder of the deliciousness and joy associated with Domino's pizza.
Domino's Pizza has grown significantly since its inception in 1960 and has evolved into the world’s largest pizza chain, dedicated to delivery and carryout. With a strong franchise system and digital initiatives, Domino's has managed to carve out a significant market share, underscoring its position as a leader in pizza delivery. The brand's success can be attributed to its persistent focus on technology and its understanding of customer needs, leading to innovative ordering solutions and enhanced customer experiences.
Shaboozey, who lends his voice to the 'Dommmino's' jingle, brings his own unique blend of country and hip-hop, and emphasizes that pizza is a unifying food that connects people across different generations, cultures, and backgrounds. His eclectic musical influences provide a contemporary flavor that will surely resonate with a wide audience as he supports Domino's brand refresh. As the rollout of this refreshed brand identity begins, consumers can look forward to an invigorated Domino’s experience that celebrates both pizza and the pleasure it brings to everyone.
The new visual identity is marked by bolder colors, modern typography, and revamped packaging which will be rolled out across the United States and in various international markets. The changes depict a new vibrant aesthetic that resonates with the joy of indulgent pizza. The lively new jingle, 'Dommmino's,' which features the five-time Grammy-nominated artist Shaboozey, encapsulates the spirit of craving that Domino's aims to evoke in its customers. As Kate Trumbull, Domino's executive vice president and global chief marketing officer, stated, 'You can’t say Domino’s without saying mmm.' This catchy jingle reinforces the brand's desire to be synonymous with mouth-watering pizza.
The fresh packaging is another highlight of this reimagined brand identity. The eye-catching boxes will now have a simplified and vibrant design that prominently features the iconic logo. The company is taking the opportunity to upgrade its Handmade Pan and Parmesan Stuffed Crust pizza packaging with a more sophisticated black and gold variant. Such elements are designed to create a memorable unboxing experience that customers will appreciate.
Along with the revitalized visual elements, Domino's is also enhancing its team uniforms to be more colorful, aiming to create excitement in-store among the crew and convey a modern flair that aligns with the new brand identity. Additionally, promotional shirts celebrating the brand’s new slogan will emphasize how integral craving is to the Domino’s experience.
Trumbull also emphasized that while many companies refresh their branding out of necessity, Domino's is progressing after years of remarkable growth. The updated branding will also mirror how the company approaches future innovations in its menu, ensuring that boldness and modernity are at the forefront. Every piece of this refresh — from marketing materials to packaging, from team uniforms to customer touchpoints — is a reminder of the deliciousness and joy associated with Domino's pizza.
Domino's Pizza has grown significantly since its inception in 1960 and has evolved into the world’s largest pizza chain, dedicated to delivery and carryout. With a strong franchise system and digital initiatives, Domino's has managed to carve out a significant market share, underscoring its position as a leader in pizza delivery. The brand's success can be attributed to its persistent focus on technology and its understanding of customer needs, leading to innovative ordering solutions and enhanced customer experiences.
Shaboozey, who lends his voice to the 'Dommmino's' jingle, brings his own unique blend of country and hip-hop, and emphasizes that pizza is a unifying food that connects people across different generations, cultures, and backgrounds. His eclectic musical influences provide a contemporary flavor that will surely resonate with a wide audience as he supports Domino's brand refresh. As the rollout of this refreshed brand identity begins, consumers can look forward to an invigorated Domino’s experience that celebrates both pizza and the pleasure it brings to everyone.
Topics Consumer Products & Retail）
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