Domino’s Pizza has launched its first brand refresh in more than ten years, unveiling a new visual and audio identity designed to appeal to younger consumers and reinforce its “Hungry for MORE” growth strategy. The update features brighter colors, a bolder custom typeface, redesigned packaging, and a new jingle voiced by crossover country artist Shaboozey.
Rather than adopting a traditional tagline, the company has introduced what it calls a “cravemark” — a branding element that emphasizes and elongates the “mmm” sound in the middle of its name. The sound is intended to evoke both the satisfaction of eating pizza and the moment of discovery when encountering something new. This audio-visual mark will appear across television, digital, packaging, in-store displays, and employee uniforms in the coming months as the campaign rolls out in the U.S. and international markets.
Created in partnership with agency WorkInProgress, the rebrand aims to strengthen Domino’s presence across emerging media channels, including influencer and user-generated content spaces where distinct branding can help a company stand out. The refreshed design builds on Domino’s familiar red and blue palette, sharpening the hues to create what the brand describes as their “hottest” versions. The new “Domino’s Sans” font has a thicker, “doughier” appearance to match the chain’s playful identity.
Packaging has also been updated. The logo is more prominent on boxes, and select varieties will feature black and metallic gold designs to convey a premium feel. The refresh seeks to modernize without abandoning Domino’s established iconography, avoiding the backlash that has followed some other corporate rebrands.
Source: MarketingDive