Domino’s launches new craveable brand refresh
Key elements include the iconic Domino’s logo with hotter, richer reds and blues that evoke the melty, fresh-from-the-oven heat of pizza.
USA – Domino’s Pizza has unveiled its first major brand refresh in 13 years, aiming to make the entire Domino’s experience as craveable as its pizza itself.
Unveiled in October 2025, the brand update is a vibrant transformation inspired by Domino’s rich past, combined with a modern, bold new look designed to engage today’s and tomorrow’s pizza lovers.
The refresh will roll out gradually across the U.S. and international markets, touching everything from TV and digital advertising to packaging, store graphics, and team uniforms.
Key elements include the iconic Domino’s logo with hotter, richer reds and blues that evoke the melty, fresh-from-the-oven heat of pizza.
This is complemented by Domino’s new typeface, “Domino’s Sans,” which is thicker and doughier in style, featuring circular shapes that nod to pizza’s round form.
The packaging has been notably refreshed, featuring brighter, more vibrant boxes that are instantly recognizable, which elevates the premium feel, especially for the Handmade Pan and Parmesan Stuffed Crust pizzas, now available in black and metallic gold designs to evoke indulgence.
A standout feature of this refresh is the new “Cravemark”, a catchy, name-bending jingle creatively crafted and voiced by Grammy-nominated singer-songwriter Shaboozey.
The jingle “Dommmino’s” was created to be memorable, fun to mimic, and to emphasize the “mmm” sound synonymous with deliciousness audibly.
This musical update adds a fresh audio identity that integrates seamlessly with the visual changes.
Domino’s also introduced more youthful and vibrant team uniforms as part of the revamp, reflecting a fresh energy that aligns with the overall brand personality: lively, daring, and fun.
The company’s Chief Marketing Officer, Kate Trumbull, explained that the refresh is about evolving from a position of strength, not from struggle.
Extensive market research preceded the 20-month-long project, highlighting that Domino’s chose to innovate proactively rather than avoid risk by maintaining the status quo.
The new branding is set to appear everywhere: from physical stores and packaging to digital platforms like the Domino’s app and website, TV ads, and printed collateral.
This comprehensive makeover aims not just to refresh visuals but to deepen the emotional and sensory connection customers have with Domino’s, making every interaction a craveable moment that says “Mmm”.
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