Domino’s Pizza Inc. is rolling out its first major brand refresh in 13 years, aiming to make the entire brand experience as irresistible as its pizza. Drawing from both its heritage and modern identity, Domino’s has reimagined its visual and sensory presence with updated colors, a bolder typeface, energetic graphics, upbeat music, and a playful new jingle, “Dommmino’s”, performed by five-time GRAMMY nominee Shaboozey.
The refreshed branding will appear over the next few months across the U.S. and international markets, spanning every consumer touchpoint: from TV and digital campaigns to packaging, in-store design, printed materials, employee uniforms, and the Domino’s website and mobile app. The work was developed in partnership with creative agency WorkInProgress, which aimed to modernize Domino’s while preserving its iconic elements.
“Most companies rebrand themselves when they’re struggling, but after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves,” said Kate Trumbull, executive vice president and global chief marketing officer for Domino’s, in a statement. “Rather than launching a more traditional tagline, we’re baking craveability right into our name and every aspect of our brand as a reminder of this relentless focus.”
By modernizing its existing identity rather than reinventing it, Domino’s aims to preserve what fans already love while avoiding the backlash that has met other recent redesigns, such as Cracker Barrel’s.
Key updates include a clearer presentation of the iconic Domino’s logo on packaging and the introduction of black and metallic gold boxes for select products, designed to convey a more premium, indulgent feel. The new custom typeface, Domino’s Sans, features thicker, more rounded “doughy” letterforms, while the brand’s signature red and blue have been intensified into their boldest, most appetizing shades yet.
“We’re in a world now where there are 100 commercial shoots happening a day in the form of [user-generated content] and influencer content,” said Matt Talbot, co-founder and chief creative officer at WorkInProgress. “You really need packaging and other things to work much harder for you in those environments to make that content ownable.”
