Domino’s Singapore has a new identity, and your cravings are the main character

Domino’s Pizza Singapore has unveiled a refreshed brand identity centred on a new platform, “Unbox your cravings”, as it looks to sharpen its positioning around spontaneous, everyday indulgence.

The refreshed identity is built on the idea that cravings should not be delayed or rationalised, but acted on in the moment, whether during late-night study sessions, gaming marathons or binge-watching.

As part of the repositioning, the brand is also rolling out a bolder packaging redesign, extending the “Unbox your cravings” idea across its physical ordering experience.

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Alongside the brand refresh, Domino’s Pizza Singapore is introducing "Thick crunch pizza", its first-ever rectangular pizza inspired by Detroit-style formats.

The new base features a crispy bottom, airy dough and caramelised red cheddar edges, which the brand said is designed to deliver a stronger contrast between crunch and softness.

The range launches in three variants. The Thick crunch mac & cheese pizza combines cheddar cheese sauce, mozzarella and creamy mac & cheese on a thick base. Meanwhile, the Thick crunch aloha salsa chicken pizza pairs pineapple chunks, shredded chicken and salsa drizzle over Domino’s signature sauce. Finally, the Thick crunch cheesy beef pepperoni pizza features cheddar cheese sauce, mozzarella and beef pepperoni for a more savoury profile.

Domino’s said the new product is also its first pizza designed to fully fill the box, removing empty space as part of a more immersive “unboxing” experience.

Thick crunch pizza will be available from 2 June 2026 for a limited time, priced from SG$19.95, across dine-in, delivery and self-pickup channels via the Domino’s app, website and stores. To support the launch, the brand is also rolling out a range of promotions, including combo meals.

“You don’t need a reason to enjoy what you crave. ‘Unbox your cravings’ reflects those everyday moments when cravings come naturally, encouraging people to act on them and break away from the idea that indulgence needs an occasion. With the Thick Crunch pizzas, we’re staying true to who we are while continuing to innovate in line with evolving consumer preferences," said Nicholas Pang, country manager of Domino's Pizza Singapore. 

MARKETING-INTERACTIVE has reached out for more information. 

The move builds on Domino’s broader global brand evolution. Last year, Domino’s Pizza unveiled its first brand refresh in 13 years, aimed at making every touchpoint, from packaging to music, more craveable and reinforcing relevance in an increasingly experience-led food market.

The update introduced a more playful visual identity, including a new “Domino’s Sans” typeface, bolder packaging and the name-bending “Dommmino’s” audio jingle voiced by five-time Grammy-nominated artist Shaboozey.

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