Domino’s Pizza is getting a new look: a short new commercial by singer-songwriter Shaboozey is being created, and the pizzeria is getting a brighter look. The brand refresh, which the restaurant chain announced Wednesday, is the first refresh of Domino’s image in 13 years.
Created in conjunction with creative agency WorkInProgress, the update reinterprets the network’s familiar red-and-blue aesthetic while adding a playful new sound accent: an elongated “mmm” inserted directly into Dommmino’s.
The idea is to enhance, not fix, the brand’s tone, look, and feel. The most notable changes include richer color gradients, a larger, custom font called “Domino’s Sans”, and sleeker packaging that emphasizes the company’s core promise: long-lasting flavor.
The company’s new pizza boxes will feature a more prominent Domino’s logo on a blue or red background. The stuffed pizza with the sole will be packaged in a black box with a metal logo.
“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,” Kate Trumbull, Domino’s executive vice president and global chief marketing officer, said in a statement.
The company has made great use of its mobile ordering system. According to its website, Domino’s generates more than 85% of its sales through digital ordering channels. In its July earnings report, the company announced that revenue increased 4.3% in the same quarter in 2024.
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