Inside Domino’s first refresh in a decade — including its ‘cravemark’

Domino’s Pizza on Wednesday (Oct. 8) launched its first brand refresh in greater than a decade, modernizing the look and sound of the chain with younger consumers in mind, per details shared with Marketing Dive. The brighter colours, bolder typeface and latest jingle comes because the chain — often described as a technology company that happens to sell pizza — continues to broaden its “Hungry for MORE” strategy.

“Most corporations rebrand themselves once they’re struggling, but after years of category-defying growth, this refresh is about continuing to push to be the very best version of ourselves,” said Kate Trumbull, executive vp and global chief marketing officer for Domino’s, in a statement. “Rather than launching a more traditional tagline, we’re baking craveability right into our name and each aspect of our brand as a reminder of this relentless focus.”

Instead of a latest tagline, the refresh includes what the brand calls a “cravemark” — a latest audio and visual expression of its name that stresses and stretches the “mmm” sound in the center of “Domino’s.” A jingle is voiced by crossover country singer-songwriter Shaboozey.

The refresh will roll out across the U.S. and multiple international markets over the approaching months, spanning TV and digital promoting, the chain’s website and app, boxes, print materials, in-store graphics and worker gear. Created in partnership with agency WorkInProgress, the refresh looks to assist Domino’s cut through in various channels, including emerging ones.

“We’re in a world now where there are 100 business shoots happening a day in the shape of [user-generated content] and influencer content,” said Matt Talbot, co-founder and chief creative officer at WorkInProgress. “You really want packaging and other things to work much harder for you in those environments to make that content ownable.”

Hot not cold

By refreshing what’s already working and remaining true to the brand’s iconography, Domino’s refresh could sidestep the form of negative feedback that other recent rebrands have faced, equivalent to one undertaken by Cracker Barrel.

The changes include making the chain’s namesake logo even clearer on boxes, while several varieties might be packaged in black and metallic gold boxes to focus on a premium feel. A brand new “Domino’s Sans” font is thicker and “doughier,” while the brand’s red and blue have been sharpened into the “hottest” version of every color.

“There are elements from the ‘70s and ‘80s, where we had these brighter colours that resonate today… in a digital environment. Blue is traditionally considered cold, but it may well be hot. If you place it against the precise red, it may well vibrate. Also, blue, quite literally, is the most well liked a part of the flame,” Talbot said. “There are ways to enhance our logo without literally changing it.”

For the cravemark, Domino’s and WorkInProgress keyed in on the “mmm” sound inherent to the brand’s name that means not only the sound consumers make when eating delicious food, but additionally the thoughtful noise they make when seeing something latest and surprising.

“Even though it got here out of craveability of food, it may well work with all different actions that we do across the pillars of the business,” Talbot said. “It may be a long-term platform that accents all those things we do as a brand, after which ultimately, became the middle of a mnemonic or jingle, as well.”

To bring the cravemark to life, Domino’s tapped Shaboozey, a rising talent known for chart toppers “A Bar Song (Tipsy)” and “Good News.” The brand found similarities between its business and the best way the 30-year-old singer-songwriter crosses genres and spans audiences

“We often say pizza transcends class, status and culture,” Talbot explained. “Combined with the literal qualities of his voice — of being warm and wealthy and craveable — led us to him being the precise one for the mnemonic.”