Dunkin’ Donuts has unveiled a new branding, dropping “Donuts” from its name, effective January 2019. The move comes as the company plans to position itself as a āpremier beverage-led, on-the-go brandā.
According to the company, the brand had been on a āfirst-name basisā with fans before the introduction of its āAmerica Runs on Dunkinā,ā tagline, with customers referring to the brand as āDunkināā. As such, the name change was done āin recognition of this relationshipā.
Although the word āDonutsā will no longer appear in the logo or branding, the franchise said that donuts will remain a significant focus for the brand.Ā According to Dunkinā Brandsā CEO and Dunkinā US President David Hoffmann, the new branding is one of the many things the franchise aims to do as part of its blueprint for growth to modernise the Dunkinā experience for its customers.
Tony Weisman, chief marketing officer, Dunkinā US said that by simplifying and modernising its name, while still paying homage to its heritage, the company has the opportunity to create a new energy for Dunkinā, both in and outside its stores.
āWe are bringing the iconic name Dunkinā to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day,” he added.
Itās official: Weāre going by Dunkinā now. š¤ After 68 years of America running on Dunkinā, we’re moving to a first-name basis. š§” Excited to be #BFFstatus with you all šÆāš© #firstnamebasis #besties pic.twitter.com/hmzd2Bamlm
ā Dunkin’ (@dunkindonuts) September 25, 2018
Global brand design agency Jones Knowles Ritchie (JKR), which partnered with Dunkin’ in July, will be working with BBDO New York and Arc Worldwide on the brandās new messaging. The new logo will appear on the brandās packaging, advertising, website and social channels. Dunkin’ confirmed that it will retain the pink and orange colours, as well as its original font. The new logo will also roll out on all new and remodelled stores in the US and internationally.
“From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkinā, we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkinā, while still embracing our incredible heritage, will keep our brand relevant for generations to come,” Hoffmann added.