USA – Global pizza chain Domino’s has unveiled its first major brand refresh in 13 years, fusing its iconic heritage with a modern, vibrant look and sound aimed at engaging the next generation of pizza fans.
The overhaul forms part of Domino’s effort to make every aspect of the brand as craveable as what’s inside the box. Drawing inspiration from both its past and present, the refresh introduces updated elements designed to better connect with today’s consumers. These include brighter colours, a bolder typeface and graphics, refreshed packaging, and a new name-bending jingle, “Dommmino’s.”
One of the most prominent updates is the brand’s new packaging, featuring a simplified yet eye-catching suite of boxes that highlight Domino’s iconic logo. The design aims to be more vibrant and instantly recognisable, while premium variants such as the Handmade Pan and Parmesan Stuffed Crust boxes will feature a black-and-gold logo for a more indulgent touch.
The brand’s visual identity will also see an evolution of its signature red and blue colours into hotter, more dynamic tones—reflecting the heat of a freshly baked pizza. Complementing this is a new, dough-inspired typeface dubbed “Domino’s Sans”, characterised by thicker strokes and rounded shapes that subtly nod to pizza forms.
Moving beyond visuals, Domino’s is also introducing a new audio and visual identity it calls a “Cravemark”—an expression of the brand designed to be memorable and playful. The “Dommmino’s” jingle is voiced by five-time GRAMMY®-nominated singer-songwriter Shaboozey, adding a contemporary sound to the brand experience.
Other updates include a refreshed look for dominos.com, the Domino’s ordering app, and in-store materials, alongside new team member gear and uniforms. Optional promotional T-shirts will feature the slogan “Dommmino’s: you can’t say Domino’s without saying mmm,” while select U.S. stores will introduce bolder aprons and hats.
Kate Trumbull, executive vice president – global chief marketing officer at Domino’s, said, “Over the past decade, we became known as a technology company that happens to sell pizza. 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. 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. You literally can’t say ‘Domino’s’ without saying ‘mmm.'”
She added, “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. It’s vibrant, it’s bold, and it’s fun. It’s pizza!”
The refreshed identity will roll out over the coming months across the U.S. and select international markets through TV and digital advertising, packaging, print materials, store graphics, and online platforms.
