Dunkin’ Donuts has revealed its new identity, building on the iconic tagline “America Runs On Dunkin’” and signalling the start of a transformative journey that will see the brand recognised, simply, as Dunkin’ beginning January 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,” while incorporating Dunkin’s well-loved heritage and unique relationship with American consumers.
The development of the new brand was a highly collaborative process, worked in synergy with the Dunkin’ team to create the new visual identity, as well as developing brand-voice, store experiences, social media content, and strategic platforms for seasonal and new innovations.
Retaining the familiar pink and orange colours and iconic font that were introduced in 1973, the new branding will appear on packaging, as well as the company’s advertising, website, and social channels. The new Dunkin’ logo will also be featured on exterior and interior signage on all new and remodelled locations in the U.S. and, eventually, internationally.
“By simplifying and modernising our name we have an opportunity to create an incredible new energy for Dunkin’,” said Tony Weisman, Chief Marketing Officer, Dunkin’ U.S. “JKR’s strategic and design work has been outstanding as they brought this concept to life. Their work across channels, including the way they have imagined our packaging as a creative canvas, perfectly captures our vision for the next phase of the Dunkin’ brand.”
“Dunkin’ has made a bold step towards transforming the brand to meet the needs of today’s on-the-go consumer,” said JKR’s North American CEO Sara Hyman. “The redesign ushers in this contemporary, innovative era while retaining the nostalgia of an iconic American brand, with an affectionate familiarity that will resonate with consumers across the U.S.”
JKR has been collaborating with Dunkin’ since December 2017 to guide the iconic brand through its continuing evolution and amplify its strategic vision.
Tosh Hall, Global ECD, JKR explained: “Our creative journey began with the inherent truth of the brand, America loves Dunkin’ and has been rooting for us since 1950. This heartfelt connection and the brand’s unapologetic personality led us to the big idea at the heart of all our work — Dunkin’ Proud; being true to who Dunkin’ is and celebrating it with confidence.”
In support of the branding announcement, JKR has also created a social media campaign centred around getting on a ‘First-Name Basis’ with America. The campaign launched on September 26 across Dunkin’s social platforms with a sweepstakes giving fans a chance to win a custom designed Dunkin’ friendship bracelet for themselves and their best friend.
— Dunkin’ (@dunkindonuts) September 25, 2018
Source: Jones Knowles Ritchie