Domino’s Pizza has unveiled a sweeping brand refresh— its first in more than a decade— featuring upgraded visual identity, packaging, uniforms, and a debut jingle voiced by country‑crossover artist Shaboozey.
The refresh includes:
- A more vibrant and energized palette of red and blue colors.
- A proprietary typeface dubbed Domino’s Sans.
- Simplified, modernized pizza box designs, with premium packaging in black and metallic gold for Handmade Pan and Parmesan Stuffed Crust variants.
- New team member uniforms and updated in‑store graphics and apparel.
- The brand’s first jingle — “Dommmino’s” — created as what Domino’s terms a cravemark, voiced by Shaboozey to emphasize the familiar “mmm” in its name.
Domino’s has positioned the rebrand not as a reaction to decline, but as a proactive move to stay relevant and resonant with evolving consumer tastes. “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.
Trumbull added that throughout the refresh process, Domino’s leaned heavily on consumer insights and A/B testing to guide decisions, and in some cases, shelved ideas that didn’t resonate with guests.
Visual updates draw from Domino’s food heritage: the hotter red hues hint at oven heat, while the evolved blue tones are calibrated to “vibrate” against red for digital and physical contrast.
Rather than adopting a conventional tagline, Domino’s has embedded its brand cue into how consumers hear and say its name. The cravemark concept stretches the “mmm” in “Domino’s,” turning it into a mnemonic and sonic trigger intended to evoke craving.
Shaboozey, known for genre‑blending work spanning country and hip hop, lends a memorable voice to the jingle, giving it a modern edge.
The new brand elements will be phased in over the coming months across Domino’s U.S. and international markets, touching virtually every customer interaction: from order app and dominos.com, to packaging, store signage, uniforms, print, and digital media.
Premium crust lines such as Handmade Pan and Parmesan Stuffed Crust will carry packaging with black and metallic gold accents to denote indulgence.
Domino’s views the refresh as a foundation for future menu innovations and brand touchpoints.
