Dominos Brand Refresh 2025 - Updating a Leading Brand

Описание: Domino’s just quietly dropped one of the best brand updates of the year: A masterclass in how refreshed design meets logistics.

In this episode of Brand Critique, I’m joined by designer Miles Seiden to unpack Domino’s 2025 identity refresh. Among a few laughs, we talk about:

→ Why Domino’s sees itself as a tech company that happens to sell pizza
→ How sonic branding and the Domino’s “tracker” experience redefine customer trust
→ What the new typography says about the future of digital-first food brands
→ And why this refresh outpaces Pizza Hut and Little Caesars in clarity and execution

From its bold, but perhaps reused packaging design to its shift toward brighter, screen-native colors, Domino’s is showing what happens when brand systems, UX, and culture all align. Whether you’re a designer, strategist, or founder, this one’s packed with lessons on turning brand systems into business systems.

Podcaster Details

Find Kaleb at:
https://www.overmatter.design
  / kaleb-dean  

Find Miles at:
https://milesseiden.com
  / mrseiden  

Design Notes, Connections, and Mentions

Domino's Release notes: https://ir.dominos.com/news-releases/...
Partner Agency, WorkInProgress: https://www.wipbdr.com/

Pizza Hut (2019) Agency: GSD&M https://www.gsdm.com/
Pizza Hut Sans Designer: https://www.simonletters.com/
Pizza Hut UI Agency: https://www.materialplus.io/case-stud...

Little Ceasars Agency: https://turnerduckworth.com/work/litt...

💬 Drop a comment with your take — did Domino’s just win the pizza wars?

If you prefer to read and explore references, here's a blog version:
https://www.overmatter.design/blog/do...

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