Domino’s Pizza has launched its first major brand refresh since 2012, introducing a new look and sound designed to highlight the brand’s craveability and connection to culture. As reported by Adweek, the refresh includes an all-new audio identity voiced by country and hip-hop artist Shaboozey, who performs a playful jingle that stretches the “mmm” in Domino’s name.
What’s Changing: Colors, Typeface, and Sound
The rebrand brings a sharper color palette, an updated typeface called Domino’s Sans, and bolder visuals across packaging, stores, and digital platforms. According to Marketing Dive, Domino’s is also introducing what it calls a “cravemark”, an audio-visual expression that turns the brand name itself into a cue for appetite.
Kate Trumbull, Domino’s executive vice president and global CMO, said the idea behind the refresh was to create an identity that’s instantly recognizable and emotionally resonant. “You can’t say ‘Domino’s’ without saying ‘mmm,’” Trumbull explained, framing the sound as the brand’s new sensory signature.
Rollout Across Platforms
The refreshed branding will roll out globally throughout 2025, appearing on delivery boxes, uniforms, digital platforms, and store signage. The work was developed in partnership with creative agency WorkInProgress, which aimed to modernize Domino’s while preserving its iconic elements.
The company also plans to expand its new audio identity across advertising, social media, and app experiences to create a consistent emotional connection across all channels.
Shaboozey’s Role and the Cultural Angle
Shaboozey, best known for his genre-blending sound and viral music collaborations, brings an energetic and modern edge to the campaign. His voice was chosen to reflect Domino’s balance between playfulness and authenticity, appealing to younger audiences without alienating loyal fans.
Both Adweek and Marketing Dive report that the company wanted to bridge familiarity with freshness, ensuring its long-standing logo remains the focal point while evolving how the brand feels in digital and physical spaces.
Why the Refresh Matters
After more than a decade without major changes, Domino’s says the timing reflects both market opportunity and internal growth. The brand has weathered economic pressures and increased competition in delivery, but its leadership sees the refresh as a chance to reinforce emotional appeal and creative energy.
The campaign’s success will hinge on how consumers respond to its new tone and sound. The challenge lies in keeping the identity exciting without straying too far from what made it iconic in the first place.
By introducing a sonic logo and a cultural collaborator, Domino’s signals a new era for its marketing; one built around familiarity, craveability, and a renewed sense of fun.
