Towards the end of 2018, Dunkin Donuts announces a dramatic rebrand to just Dunkin’. The word ‘donuts’ was to be eliminated. Here is a blog post I wrote describing this change and some visual that demonstrate what it would look like.
The polishes colors are “Cocoa Mocha, Caramel Craze and Blueberry Crisp, inspired by Dunkin’s new Signature Lattes, as well as Butter Pecan, Pistachio Almond Fudge and Banana Split in honor of our seasonal Baskin-Robbins Ice Cream Flavored Coffees. Or, fans can rep our iconic orange and pink colors with the vibrant Slam Dunkin’ and Pretty in Dunkin’“. These vegan-friendly polishes are available only in select salons across the country. In other words, they cannot be purchased at retail locations, to the disappointment of many. But with Dunkin’ Donuts, I mean Dunkin’ who knows what will come next.
Back in 2011 when I wrote a blog post about Dunkin’ Donuts entitled, Design by Dunkin’, little did I know how prescient that title would be. Back in September of this year, Tony Weisman, Chief Marketing Officer, Dunkin’ U.S. announced, “We’re Changing Our Name to Dunkin’”.
From ‘Branding, Part One: Design by Dunkin’’
This short video tour of my local Dunkin’ Donuts store illustrates the excellence of the use of the Dunkin’ Donuts brand. Notice all the visual information that reinforces their brand and their message, America Runs on Dunkin’. Watch this short video to see how well my local Dunkin’ Donuts illustrates the brand and their message, ‘America Runs On Dunkin’®.
The blog post I originally wrote was very positive about their branding. I loved it. In fact, I also made a video to illustrate my passion for their brand. Their recently announced re-branding program is very exciting for me. I can hardly wait to see what it includes. They’ve done such a good job in the past. My curiosity is peaked to see what they will come up with now.
Of course all the packaging has to be updated. Here’s what it will look like.
Shout It Out on Social Media
Rebranding is a bold, expensive and risky move. Why is the company doing it? Here’s what they are saying on twitter. They seem calm, comfortable, confident and very approachable about their rebranding Dunkin Donuts to just, Dunkin’! Enough said?
I could not say it as well so I would like to quote from the press release of September 25, 2018 on why Dunkin’ Donuts is going Dunkin’. ‘According to Dunkin’ Brands’ CEO and Dunkin’ U.S. President David Hoffmann, “Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers. From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”
“By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” said Tony Weisman, Chief Marketing Officer, Dunkin’ U.S. “We are bringing the iconic name Dunkin’ to the forefront in a bold way that brings to life how we refill optimism with each cup and bring fun, joy and delight to our customers each and every day.”’