by ibby
Domino’s dishes out its first rebrand in a decade with bold colors, fresh packaging, a custom font, and a new jingle by Shaboozey. A branding case study.
Domino’s just pulled its biggest branding move in over a decade out of the oven last week and yes, it’s hot and ready. Buckle up for some cheesy puns folks. The pizza giant has re-topped its identity with sharper colors, a custom typeface, fresh packaging, and even a brand-new jingle. Think of it as a makeover that doesn’t toss the dough but instead adds some flavorful new toppings.
Extra Bold
Color turned up: The iconic red and blue now pop like a neon OPEN sign at midnight. It’s loud, proud, and baked to perfection.
Domino’s Sans: Their new custom font feels like the crust holding everything together. It’s clean, modern, and ready to deliver across digital, print, and pizza boxes alike.
Packaging with bite: Box layouts are stripped down for clarity, with clever design moves like two boxes side-by-side echoing the domino logo itself. Premium pies (Stuffed Crust, Pan) even get dressed in black and gold, because who said pizza can’t be fancy, haute couture?
Logo loyalty: Smartly, they didn’t toss the old logo in the trash, because some ingredients are too good to change.
Now With a Side of Music
Here’s the twist: Domino’s teamed up with Grammy-nominated artist Shaboozey to drop a new jingle. It’s catchy enough to stick in your head longer than the scent of pepperoni in the car ride home.
Why It Works (Like a Perfect Slice)
For designers, the Domino’s rebrand is a great reminder: don’t reinvent the whole pie when you can refresh the crust and add a few bold toppings. By turning up the color, tightening the type, and adding sound to the brand mix, Domino’s keeps what people love while giving it a contemporary crunch.
At the end of the day, branding is a lot like pizza, when the base is solid, you can keep experimenting with new flavors without losing the fans who’ve been hungry since day one.
