Dunkin’ Elevates Coffee Focus with New Name

As a key step in its rebranding, Dunkin’ has removed ‘Donuts’ from its name. The change spans its packaging, advertising, and digital fronts.

To support its redefinition as a premier on-the-go label, Dunkin’ Donuts has refreshed its branding. From January 2019, the beverage-led giant will simply go by Dunkin’. Though the word ‘Donuts’ will no longer appear in its logo, said offering will remain a significant area of concentration for the company.

The update has the objective to convey the marque’s focus on serving great coffee fast. The exercise also pays homage to its heritage in that its corporate colours of pink and orange as well as iconic font introduced in 1973 will be retained. The revamp spans its packaging, advertising, digital, and social media fronts.

All new and re-modelled stores across the United States will see the fresh Dunkin’ insignia applied to every interior and exterior signage. The move will subsequently be rolled out internationally. Over the past year, the monogram was tested to measure its effectiveness.

“By simplifying and modernising our name, we have an opportunity to create an incredible new energy for our brand both in and outside our stores,” said Tony Weisman, Chief Marketing Officer at Dunkin’ US.

The initiative was developed in partnership with the company’s new creative and branding agencies, Jones Knowles Ritchie; BBDO New York; and Arc Worldwide.

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