Dunkin’ Donuts has appointed Jones Knowles Ritchie (JKR) to manage its brand identity and branding strategy. JKR will work alongside Dunkin’ Donuts’ other creative agency partners, including BBDO Worldwide and ARC/Leo Burnett. The announcement was made by Tony Weisman, Dunkin’ Donuts’ U.S. Chief Marketing Officer, who notes that JKR will guide the brand’s continuing evolution, overseeing its branding across an array of physical and digital assets, including packaging. JKR’s North American CEO Sara Hyman comments that.
“Dunkin’ Donuts already has such a massive presence — America runs on Dunkin’ after all. Our strategy is to further elevate this beloved brand by celebrating and amplifying the best parts of what they have always been — fresh, fun, and familiar.” The announcement comes while the company is refreshing its visual identity in time for summer, with updates to its presentation of seasonal items. Weisman says that the familiar Frankfurter font, and the orange and pink, will be used to freshen the presentation. Early examples: new iced coffee cups and packaging for Dunkin’s Donut Fries.