Domino’s Pizza is giving its look and brand sound a major update. For the first time in 65 years, the chain has rolled out a jingle, a mnemonic voiced by musical artist Shaboozey, known for hits like A Bar Song, alongside a splashier logo, brighter red and blue uniforms and signage, redesigned pizza boxes.
The brand chose the jingle over a tagline for its international adaptability. The jingle will debut first in 12 markets, with a simple “mmm” sound that can translate across languages and resonate universally.
Work on the design update began 20 months ago. AI-social media agency Sentient will roll out ads with the jingle starting in November. The visual overhaul was led by Domino’s creative agency of record, Work in Progress.
The refreshed look keeps the brand’s signature tilted logo and makes it more playful and social-ready, especially as packaging increasingly becomes a canvas for user-generated content.
The exercise does not stem from slowing sales. After global sales rose about 6% in 2024, Domino's sales have risen 5% over the first two quarters of 2025, totalling $9.1 billion (U.S. and international), according to the company's second-quarter 2025 financial results. It has even outperformed competitors amid a volatile economy, according to research firm eMarketer.
