When Domino’s embarked on one of the boldest rebrands in its history, they didn’t want just an updated look, they wanted a new sound. They invited us at SixtyFour to help give voice to their vision: turning that iconic “mmm” into a sonic signature that would feel both natural and irresistible.
Dommmino’s
The Challenge:
When Domino’s embarked on one of the boldest rebrands in its 65 year history, they didn’t want just an updated look, they wanted a new sound. One that would help give voice to their vision: turning that iconic “mmm” into a sonic signature that would feel both natural and irresistible.
Domino’s knew they wanted the “mmm” in their name to do more than sit quietly in the background. They wanted it to sing. Their aim was to bake “craveability” into every utterance of their name. But that’s a tricky balance: push too hard and it feels forced or gimmicky; lean too subtle and the impact is lost.
At the same time, the sonic logo had to travel. It needed to land crisply no matter where you heard it, whether on TV, in an app, in a store, or on short digital ads and content. It had to be catchy, memorable, singable, and emotionally resonant, yet simple enough to be adaptable and not to overstay its welcome. It had to be timeless, and ideally, it should be one device strong enough to serve globally, rather than many variations that risk diluting the brand’s identity.
Our Approach
We took that creative spark: the “Dom-mmm-ino’s” idea. With that in our pocket, we set off exploring. We drafted tens, then hundreds, of musical sketches, each playing with the “mmm” in different styles, lengths, tones, rhythms and melodies. Sometimes the stretch felt beautiful; sometimes it felt strained. Through that trial and error, the instincts sharpened.
We listened, alot! We’d play variations back to ourselves, ask “Does it feel forced?” or “Does that extension sit well with the melody?” We refined instrumentation, dynamics, phrasing, and tension until we could tap into that moment when you hear it and your brain wants to hum it back.
Once the motif was approved, we brought in Shaboozey to perform it. His vocal character added a warmth and familiarity that turned the idea into a living, breathing sonic identity.
One detail we especially loved: at the end of the jingle, there are two discrete “snaps”, subtle percussive clicks, which echo the two halves of the domino. It links the audio and visual sides of the identity in a clever, understated way.
The Solution (The Sonic Logo)
What emerged is a single, elegant sonic device, simple, yet powerful. It’s contemporary yet accessible, easy to sing along with, and very memorable. It stretches the “mmm” just enough to make you pause and think, but not so far that it feels unnatural or forced. Domino’s now owns the most universal affirmation of good food.. “Mmm”. The two snaps at the end serve as a sonic punctuation, drawing the sound back to the brand’s visual cue.
There is no alternate version for another language; the same identity is intended to function everywhere. With all its stems and mixing assets, it’s versatile, ready to adapt to TV, mobile, in-store, ambient, you name it, but it’s always anchored by that core hook. “mmm”.