When Domino’s embarked on one of the boldest rebrands in its 65 year history, they needed a new look, feel and sound to make every aspect of the brand as delicious as what’s inside the box. We turned the simple, universal sound of satisfaction, “mmm”, into a vibrant, playful sonic logo that gives people a whole new way to say and sing the brand’s name.
Dommmino’s
The Challenge
Their aim was to bake the “craveability” of their food into their global brand identity. And because you can’t say Domino’s without saying “mmm,” that simple sound became our starting point. The challenge was to find the sweet spot: push too hard and it feels forced or gimmicky; lean too subtle and the impact disappears.
The sonic logo also needed to resonate globally, cutting through on every touchpoint including TV, social media, in-app, in store and more. It had to be catchy, singable and emotionally resonant. Most importantly, it needed to sound modern and bold, keeping Domino’s relevant to both current and future customers.
Our Approach
We began with their creative spark: “Dommmino’s”.
From there, we explored sound palettes that would make the brand feel vibrant, bold and fun. Working with our trusted team of composers, we created hundreds of musical sketches, each experimenting with tone, rhythm and phrasing around that signature “mmm.”
We refined every note and nuance until we landed on something that we couldn’t help but hum back - a short, memorable sound that emphasises the “mmm” while keeping Domino’s name front and centre. Two crisp percussive clicks at the end echo the two halves of a domino, linking the audio and visual identity in a simple, satisfying way.
To bring the sonic logo to life, we enlisted one of the world’s most craveable voices of today, Shaboozey. His vocal character added a warmth and familiarity, while his global appeal gave the sonic logo an immediate sense of connection and memorability.
"Pizza is that one food that brings everyone together – different people and generations and cultures – and no one does it better than Domino's," - Shaboozey
The Solution (The Sonic Logo)
Domino’s new sonic logo gives people a new way to say - and sing - the brand’s name, while instantly sparking the thought of their delicious food.
It stretches the “mmm” just enough to make you pause and think, but not so far that it feels unnatural. Domino’s now owns the most universal expressions of good food.. “Mmm”.
The two snaps at the end punctuate the sound and tie directly to the brand’s visual identity, forming their new “Cravemark” - Dommmino’s - a bold new expression of their audio and visual identity. Designed to be memorable, fun to mimic and brought to life by one of the most craveable voices in music today: Shaboozey.
It’s vibrant, it’s bold, and it’s fun. It’s the sound of “Dommmino’s”.