Domino’s has a brand new look.
As we speak, 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 below the trademark “Dommmino’s,” with an additional “mmm.”
The model’s packaging received 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 characteristic black and metallic gold accents designed to convey indulgence and a extra premium really feel.
Kate Trumbull, government vice chairman and international chief advertising and marketing 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 an almost 65-year-old model, we all know that to remain robust and related we have to at all times stay trendy and daring for our present and future prospects,” she stated.
Taking a threat
Trumbull acknowledged the dangers that include any rebrand. World 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 carefully to our prospects and franchisees, in addition to conducting client analysis to know what makes Domino’s particular,” she stated. “We’re retaining our iconic emblem, 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 subsequent technology of pizza lovers.”
“It’s about enhancing what makes us nice versus change for the sake of change,” she continued.
The rebrand was almost two years within the making, stated Matt Talbot, co-founder and chief inventive officer of WorkInProgress.
However all through, one guideline remained clear.
“Our muse is at all times pizza,” Talbot stated. “We wished it to really feel sizzling like pizza, including brightness and saturation to our reds and blues, which additionally nods to Domino’s colours from the 70s and 80s.”
Domino’s plans to roll out the brand new model components by subsequent 12 months, beginning within the U.S. and choose worldwide markets earlier than increasing globally.
“We’re the largest pizza nerds on the planet,” stated Trumbull. “We name ourselves Dominoids. That signifies that our stage of obsession can generally come off as quirky. It doesn’t matter what although, it’s passionate, it’s actual.”
That enthusiasm seems to be shared by followers. In accordance with Domino’s, early analysis exhibits that 67% of customers approve of the brand new look.
