Jones Knowles Ritchie (JKR) worked alongside agency partners BBDO New York and Arc Worldwide, to relaunch Dunkin' and reflect the company's focus on serving "great coffee fast," while incorporating Dunkin's well-loved heritage and unique relationship with American consumers. The development of the new brand was a highly collaborative process, worked in synergy with the Dunkin' team 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.
Retaining the familiar pink and orange colors and iconic font that were introduced in 1973, the new branding will appear on packaging, as well as the company's 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, eventually, internationally.
"Dunkin' has made a bold step towards transforming the brand to meet the needs of today's on-the-go consumer," said JKR's North American CEO Sara Hyman. "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."
In support of the branding announcement, JKR has also created a social media campaign centered around getting on a 'First-Name Basis' with America.