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mcotruvo@wipbdr.com
Thirteen years ago, Domino’s refreshed their brand identity to break through in a world that was dominated by traditional television ads, horizontal screens, with print-friendly messaging. Since then, quite a bit has changed—and their old look and feel stood out less and less in a consumer landscape revolving around screens, social media, and digital-first brand experiences.
Despite years of category-defying growth during this time, Domino’s knew that keeping its momentum as the #1 pizza company in the world meant staying proactive. So in 2025, while other brands were reinventing themselves from a point of weakness, Domino’s set out from a position of strength.
However, 2025 was a tumultuous year for brand refreshes in the U.S. Established brands faced intense public backlash, media scrutiny, and even politicization as negative attention snowballed over well-intended changes to their identities. Refreshing a brand like Domino’s in this hazardous climate meant balancing bold changes with respect for the brand’s 65+ year history and millions of fans across the country.
For Domino’s, the idea was simple but not easy: Make everything as craveable as what’s inside the box. All consumer touchpoints would need to become the brightest, boldest, most irresistible versions of themselves in order to link Domino’s and deliciousness together in an undeniable way.
Domino’s began by rebuilding their pizza box out of the brand’s most iconic asset: the tile logo. This became the foundation of an ultra-branded, unified system for all packaging that would be instantly recognizable whether on kitchen counters or in social media. The brand’s wordmark, font and colors were also reimagined with hotter, bolder versions of their classic red and blue, and “Domino’s Sans,” a thicker, doughier font inspired by pizza.
And rather than bolt on a tagline, Domino’s created a new audio and visual expression called the “Cravemark” that bakes deliciousness (or “mmm”) directly into the brand name itself: Dommmino’s. It’s brought to life by Grammy-nominated artist Shaboozey, who gives this timeless expression a sound that’s fresh and unmistakably craveable.
This refresh is simple, but not minimal. Unlike other brands that stripped away and minimized core components of their identities, Domino’s used simplicity to maximize its most essential elements. The result is Domino’s at its hottest, boldest, and most craveable yet—and a name you literally can’t say without saying “mmm.”
The work was met with an overwhelmingly positive reaction (98.7% net positive sentiment), over 2K media hits totaling $33.3M AVE and a total reach of 3.6 billion. The rebrand also played a role in the 3.7% increase in same store sales during Q4 2025.
