Domino’s Serves First Brand Re-Bake In 13 Years—Putting The ‘Mmm’ In Its Name
Image via Domino’s
Turning up the heat on its brand identity, Domino’s has rolled out a full refresh—the first in 13 years. Fresh out of the oven are a bolder look, new packaging, and a sonic signature meant to make the name sound as craveable as its menu.
The update, developed with creative agency WorkInProgress, reimagines the chain’s familiar red-and-blue aesthetic while folding in a playful new audio twist: an elongated “mmm” tucked right into “Dommmino’s.”
The idea is it’s meant to accentuate, not correct, with the brand’s voice, look, and tone being sharpened. The most noticeable changes include richer color gradients, a chunkier custom typeface dubbed ‘Domino’s Sans’,, and sleeker packaging that emphasizes the company’s core promise: flavor that lingers.
Image via Domino’s
Hotter reds and deeper blues nod to the warmth of pizza fresh from the oven, whereas the thicker font, with rounded edges, subtly references pizza dough and sauce swirls.
Image via Domino’s
New black and metallic-gold boxes for premium items like Handmade Pan and Parmesan Stuffed Crust pizzas add a touch of indulgence, positioning them as “hero,” photo-ready and top-of-feed products in the lineup.
The rebrand also introduces a first for the chain—an official audio logo, or Cravemark, that builds its name into a sound cue.
For the Cravemark, country crossover artist Shaboozey, fresh off the success of A Bar Song (Tipsy), lends his voice to the new jingle.
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“Pizza is that one food that brings everyone together—different people and generations and cultures—and no one does it better than Domino’s,” shares Shaboozey. “It was a fun challenge to be the voice for the most craveable food.” The sound, Domino’s says, is designed to be instantly recognizable and easy to mimic, encouraging fans to savor a slice when creating short-form content.
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Kate Trumbull, Domino’s executive vice president and global chief marketing officer, called the rebrand a continuation of momentum rather than a reset.
“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,” noted Trumbull. “It’s vibrant, it’s bold, and it’s fun. It’s pizza!” The effort ties into Domino’s extensive Hungry for MORE strategy, which rebalances its focus from delivery tech to culinary and emotional appeal. That shift (from convenience to craveability) may be subtle, but it’s significant in keeping the chain’s voice consistent across boxes, screens, and playlists alike.
The rollout will span Domino’s digital ecosystem, physical stores, uniforms, advertising, and global markets through 2026.
[via Dieline and Marketing Dive, images via Domino’s]
