At Rtist, we closely observe how global brands evolve to stay relevant — and Domino’s latest rebrand is a compelling example. After 13 years, the global pizza chain has unveiled a refresh that merges its iconic heritage with a modern, energetic identity, aiming to engage the next generation of pizza lovers.

This rebrand reflects Domino’s ambition to make every brand touchpoint as craveable as its pizza. Drawing inspiration from its history while embracing a contemporary edge, the updated look features brighter colours, a bolder typeface, refreshed packaging, and a playful new jingle, “Dommmino’s,” created by singer-songwriter Shaboozey, designed to resonate with today’s digital-savvy audience.

The refresh is more than visual. Rolling out across the U.S. and other international markets, it spans packaging, uniforms, and in-store experiences. Premium pizzas, including the Handmade Pan and Parmesan Stuffed Crust, are now presented in sleek black-and-gold boxes, visually reinforcing their elevated positioning and signalling Domino’s commitment to both quality and design.

According to Kate Trumbull, Domino’s Executive Vice President and Global Chief Marketing Officer, the rebrand represents a strategic return to the brand’s essence. “Over the past decade, we became known as a technology company that happens to sell pizza. But with our Hungry for More strategy, we’re bringing the focus back to making and delivering the most delicious products and experiences. You literally can’t say ‘Domino’s’ without saying ‘mmm,’” she explained.

Domino’s signature red and blue have been refined into striking tones inspired by “pizza-fresh heat,” bringing a more appetising, human feel to the brand’s identity. The update also extends to team uniforms, with bolder aprons and hats, and optional shirts featuring the playful line, “You can’t say Domino’s without saying mmm,” reinforcing brand personality across every customer interaction.

Trumbull emphasises that this is not a reactive rebrand but a proactive evolution. “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. It’s vibrant, it’s bold, and it’s fun. It’s pizza.”

At Rtist, we see this refresh as an example of creative foresight. Domino’s demonstrates how a global brand can evolve visually, emotionally, and strategically without losing its essence. The global rollout will include localised efforts for Malaysia and Singapore, with the Malaysian market expected to receive the new branding around Q1 of 2026.

Watch The Rebranding Video Here!

This rebrand serves as a valuable case study for regional brands aiming to balance heritage with modernity. It highlights the importance of integrating visual identity, product experience, and emotional engagement into a cohesive brand strategy — a lesson that any brand seeking longevity in a fast-changing market can learn from.

Inspired by how Domino’s refreshed its brand for a new generation? Connect with top branding experts and designers on Rtist to transform your own brand identity.

Sources & Credits: Domino's Pizza Global, Campaign Asia, Inside Retail Asia and Marketech APAC.