Domino’s just announced its first rebrand in 13 years — maybe a new, “doughier” font will help sales pick up
Shaboozey! Domino’s Sans! Hotter colors as a nod to the melty heat of a pizza pulled fresh from the oven!
In a buzzword-laden justification of its rebrand yesterday, Domino’s laid plain its new aesthetic direction, coined the term “cravemark,” and announced it would be bringing the focus back to its food, having (at least in its executive vice president’s words) become known as “a technology company that happens to sell pizza” over the last decade.
It can’t go any worse than Cracker Barrel’s refresh efforts, at least...
The raft of changes, which will roll out across the US and other international markets in the coming months, includes a new “audio and visual expression” of the brand’s name (throwing a few extra M’s on the boxes and getting country/hip-hop artist Shaboozey to elongate the letter in a jingle); brighter packaging and hotter colors; “more youthful” team uniforms (company-color Salomons and an apron with “pizza is brat” on it, maybe?); and a new “Domino’s Sans” font, which is “thicker and doughier” and has circles and semicircles “in nod [sic] to pizza, with personality baked right in.”
Domino’s is down about 2% so far this year.
The raft of changes, which will roll out across the US and other international markets in the coming months, includes a new “audio and visual expression” of the brand’s name (throwing a few extra M’s on the boxes and getting country/hip-hop artist Shaboozey to elongate the letter in a jingle); brighter packaging and hotter colors; “more youthful” team uniforms (company-color Salomons and an apron with “pizza is brat” on it, maybe?); and a new “Domino’s Sans” font, which is “thicker and doughier” and has circles and semicircles “in nod [sic] to pizza, with personality baked right in.”
Domino’s is down about 2% so far this year.
