Dunkin' Donuts unveils new identity to highlight coffee focus

Dunkin' Donuts unveils a new identity to highlight the company's focus / Dunkin'

Dunkin' Donuts has rebranded itself as just Dunkin' to represent the company's focus on serving coffee quickly.

The new brand identity was designed by agency Jones Knowles Ritchie (JKR) which worked alongside agency partners BBDO New York and Arc Worldwide and is build on the tagline ‘America Runs On Dunkin’. The logo will retain its pink and orange colour and will feature on the company's packaging, advertising, website, and social channels.

The new Dunkin’ logo will also be featured on exterior and interior signage on all new and remodeled locations in the U.S. and later, globally.

According to the company statement, for the development of the new brand the Dunkin' team worked 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.

As part of the rebranding, JKR has further launched a social media campaign where the fans will get a chance to win custom designed Dunkin' friendship bracelet.

JKR’s North American CEO Sara Hyman said: “Dunkin’ has made a bold step towards transforming the brand to meet the needs of today’s on-the-go consumer. 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.”

Tosh Hall, global executive creative director, 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.”

Tony Weisman, chief marketing officer, Dunkin’ U.S. said: “By simplifying and modernizing our name we have an opportunity to create an incredible new energy for Dunkin’. 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.”

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