Global pizza giant rolls out first major brand refresh in over a decade
Domino’s Pizza is rolling out a major brand refresh, its first in 13 years, aiming to give everything from its logo and boxes to its music and app a fresh, more playful update.
The company announced the changes will appear across stores, digital platforms, packaging, and advertising over the coming months, both in the U.S. and international markets.
Among the most noticeable updates are a brighter color scheme, a chunkier custom font called “Domino’s Sans,” and a completely new jingle — a name-stretching “Dommmino’s” voiced by five-time Grammy-nominated artist Shaboozey.
“Pizza is that one food that brings everyone together – different people and generations and cultures – and no one does it better than Domino’s,” Shaboozey said in a statement. “It was a fun challenge to be the voice for the most craveable food.”
Domino’s says it took cues from its past while trying to appeal to a new generation of pizza lovers. While the iconic red and blue remain, the brand says the colors have been “heated up,” a nod to hot, oven-fresh pizza.
New box designs will also stand out more on delivery, with signature items like the Handmade Pan and Parmesan Stuffed Crust pizzas getting black and gold packaging for a more “premium” look.
Hungry for MORE
The refresh is part of what Domino’s calls its “Hungry for MORE” strategy.
“Over the past decade, we became known as a technology company that happens to sell pizza,” said Kate Trumbull, executive vice president and global chief marketing officer at Domino’s. “But with our Hungry for MORE strategy, we’re bringing the focus back to making and delivering the most delicious products and experience.”
Trumbull said the goal is to make the entire brand feel as crave-worthy as the food itself.
“You literally can’t say ‘Domino’s’ without saying ‘mmm,’” she added.
Other elements include revamped team member gear, updated in-store graphics, and refreshed digital and print materials. The company also hinted the redesign will help shape how it presents future menu innovations.
While many companies rebrand during downturns, Trumbull said this refresh is different. “Most companies rebrand themselves when they’re struggling,” she said. “But after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves.”
The updated look and sound of Domino’s will start appearing gradually, with the company promising a consistent rollout across platforms and regions.