First brand refresh in over a decade
Domino’s Pizza is launching its first major brand refresh in 13 years, introducing updated employee uniforms, redesigned pizza boxes, and a new company jingle. The revamp includes new aprons, hats, and promotional T-shirts for staff, set to arrive in November. Redesigned pizza boxes featuring a more prominent logo are already being rolled out.
The brand overhaul also debuts a custom font named “Domino’s Sans” and a brighter palette of its signature blue and red colors. These elements will be visible across the company’s online presence and physical stores. According to a company spokesperson, the initiative aims to help Domino’s better connect with younger consumers in a rapidly evolving marketplace.
Shaboozey voices the new “Dommmino’s” jingle
Anchoring the brand update is a new jingle titled “Dommmino’s” — with an extra “mmm” to emphasize the taste — performed by Grammy-winning artist Shaboozey. The jingle appears at the end of Domino’s new promotional video, showcasing Shaboozey, known for his hit “A Bar Song (Tipsy)” and his recent collaboration with Beyoncé on her 2024 album *Cowboy Carter*.
The refresh extends to packaging as well. The new pizza boxes will alternate between red and blue backgrounds with the Domino’s logo front and center. For its stuffed crust pizza, the chain will use a sleek black box adorned with a metallic logo, signaling a more premium product design.
Not a rebrand, but a strategic evolution
Kate Trumbull, Domino’s executive vice president and global chief marketing officer, stated the change is not in response to challenges, but rather a move to build on years of strong performance. “Most companies rebrand themselves when they’re struggling, but after years of category-defying growth, this refresh is about continuing to push to be the best version of ourselves,” Trumbull said.
Founded in 1960, Domino’s now operates over 21,500 stores globally. Its success has been fueled in large part by its mobile ordering system, with more than 85% of sales coming through digital channels, according to the company’s website. Domino’s reported a 4.3% year-over-year revenue increase in its July earnings for Q2 2025.
Brand refreshes: risk and reward
While Domino’s is confident in its new look, recent industry examples show the risks of rebranding. In August, Cracker Barrel’s new logo and store redesign drew heavy criticism from the public, leading to a $100 million drop in market value. The company ultimately paused its rebranding plans.
Domino’s is betting that its modernized visuals and catchy new jingle will resonate with a younger, digital-savvy generation, helping it stay ahead in the competitive fast-food landscape.
