Domino’s Pizza has unveiled its first major brand refresh in 13 years, introducing a new look, sound and feel.

While the new livery is being rolled out in the US now, Asia-Pacific stores are not expected to see it until next year.

The revamp features brighter colours, a bolder custom font, simplified and vibrant packaging, new team member uniforms, and the brand’s first-ever jingle, ‘Dommmino’s’ recorded by five-time Grammy-nominated artist Shaboozey.

Kate Trumbull, Domino’s executive VP and global chief marketing officer, said the refresh reflects a shift to what made the brand unique.

“Over the past decade, we became known as a technology company that happens to sell pizza,” Trumbull said.

“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.’”

The company’s new Cravemark jingle replaces a traditional tagline, designed to be playful, memorable and synonymous with the brand.

“Pizza is that one food that brings everyone together – different people, generations and cultures – and no one does it better than Domino’s,” said Shaboozey.

“It was a fun challenge to be the voice for the most craveable food.”

Among the visual updates, Domino’s signature red and blue colours have been refreshed to warmer tones inspired by “pizza-fresh heat.”

Packaging has been redesigned for simplicity and visibility, while premium product boxes, used for Handmade Pan and Parmesan Stuffed Crust pizzas, now feature metallic gold and black accents.

Team member uniforms have also been updated with bolder aprons and hats, along with optional shirts featuring the phrase: ‘You can’t say Domino’s without saying mmm’.

Trumbull said the rebrand is a proactive move to evolve with customers rather than respond to challenges.

“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,” she added.

“It’s vibrant, it’s bold, and it’s fun. It’s pizza.”

Founded in 1960, Domino’s operates more than 21,500 stores across 90 markets.

The refresh will roll out across its US and international stores, spanning TV, digital, packaging, in-store design and online platforms.