Domino's turns up the crave factor with first brand refresh in 13 years

Domino’s is putting the spotlight back on what it does best: making pizza irresistible. The global pizza giant has unveiled its first brand refresh in 13 years, designed to make every aspect of the brand - from packaging to jingle - just as craveable as its products.

Domino’s said the refresh is more than a cosmetic update. It represents a strategic pivot to reinforce brand love and relevance in a crowded, experience-driven food market.

Domino’s is blending its heritage with a more playful, modern personality through more vibrant colors, a new “Domino’s Sans” typeface, and packaging designed to be instantly recognisable. 

It is also introducing its first-ever audio branding element: the name-bending jingle “Dommmino’s”, voiced by five-time Grammy-nominated singer-songwriter Shaboozey.

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“Over the past decade, we became known as a technology company that happens to sell pizza,” Kate Trumbull, executive vice president and global chief marketing officer, said.

“But with our 'Hungry for MORE' strategy, we’re bringing the focus back to making and delivering the most delicious products and experiences, which is what Domino’s customers really want. Rather than launching a traditional tagline, we’re baking craveability right into our name and every aspect of our brand. You literally can’t say ‘Domino’s’ without saying ‘mmm.'"

The refresh underscores how Domino’s views brand experience as holistic, spanning not only products but also digital touchpoints, in-store design, and team member interactions. Brighter, bolder packaging, new team gear, and updated app and website experiences are all part of a plan to create a memorable, cohesive brand impression at every customer touchpoint.

“Pizza is that one food that brings everyone together," Shaboozey, the voice behind the new jingle, said. "Different people, generations, and cultures – and no one does it better than Domino’s. It was a fun challenge to be the voice for the most craveable food.”

Trumbull added that most companies rebrand themselves when they’re struggling, but not Domino's. "After years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves. It’s vibrant, it’s bold, and it’s fun. It’s pizza."

The refresh will roll out globally, with localised efforts for Singapore and Malaysia slated for March 2026.

Domino’s isn’t alone in refreshing its look and feel across the pizza category. Pizza Hut, for example, has quietly begun rolling out a refreshed logo across select markets including the UK, Canada and South Africa.

The new design keeps the iconic red roof while introducing a sleeker, italicised typeface with a forward lean, creating a sense of motion and energy. Unlike its predecessor, which paired a red roof with black lettering, the refreshed version goes all-in on red, with sharper “Zs” in “Pizza” sloping down into “Hut,” giving the logo a tighter, more dynamic appearance.

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