Domino’s has a brand new look.
In the present day, the pizza chain unveiled its first rebrand since 2012, created with its company of file, WorkInProgress. The refresh provides Domino’s signature purple and blue a sharper, extra vibrant edge meant to evoke the middle of a flame.
The overhaul additionally introduces a customized typeface, Domino’s Sans, and a brand new jingle from Grammy-nominated nation artist Shaboozey, all unified beneath the trademark “Dommmino’s,” with an additional “mmm.”
The model’s packaging bought a makeover, too. The pizza packing containers are less complicated and brighter and resemble the brand when two are positioned again to again. The black packing containers for Handmade Pan and Parmesan Stuffed Crust pizzas now function black and metallic gold accents designed to convey indulgence and a extra premium really feel.
Kate Trumbull, government vice chairman and world chief advertising officer at Domino’s, instructed ADWEEK that the rebrand is a part of the corporate’s effort to remain related, even after rising its market share by 1% yearly for the previous decade within the quick-service pizza restaurant class.
“As a virtually 65-year-old model, we all know that to remain robust and related we have to at all times stay fashionable and daring for our present and future prospects,” she stated.
Taking a threat
Trumbull acknowledged the dangers that include any rebrand. International manufacturers from Jaguar to Cracker Barrel have lately confronted backlash for his or her new visible identities.
“We’ve taken a considerate strategy by listening intently to our prospects and franchisees, in addition to conducting shopper analysis to grasp what makes Domino’s particular,” she stated. “We’re protecting our iconic brand, one thing customers know and love, however updating our colours to extra vibrant shades of purple and blue to make the model craveable for the following technology of pizza lovers.”
