Taking The Dunkin’ Brand Beyond Donuts

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Dunkin’ Donuts has revealed its new identity signaling the start of a journey that will see the brand recognized simply as Dunkin’ beginning in 2019. Global brand design agency Jones Knowles Ritchie (JKR) worked alongside agency partners BBDO New York and ARC Worldwide, to relaunch the brand and reflect the company’s focus on serving “great coffee fast” and providing a range of food offerings beyond donuts, while leveraging customer loyalty by retaining the familiar colors and font that date back to 1973.

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Packaging, advertising, website, and social channels are on the agenda as is exterior and interior signage. Says JKR North American CEO Sara Hyman: “The redesign ushers in a contemporary innovative era while retaining the nostalgia of an iconic American brand…” Adds Tony Weisman, Chief Marketing Officer, Dunkin’ US: “By simplifying and modernizing our name we have an opportunity to create an incredible new energy for Dunkin’.”

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