There’s something incredibly likable and positive about this re-branding of Dunkin’ Donuts that is too good not to share (the re-brand is a few months old, so please excuse the tardiness!).
Any established brand which can reduce itself to a single, likable (and legally-defensible) name has done a few things right.
Dunkin’ Donuts removal of the word Donuts is shrewd in itself; particularly in times of obesity-conscious customers but also in simple visual impact, for Social Media and even old-fashioned word-of-mouth. It’s also one of the strongest confirmations of any brands’ market position and consumer awareness; in the same way McDonalds, Starbucks or Apple don’t need to append themselves with Burgers, Coffee or Computers.
The sheer simplicity of the rebrand itself—essentially 2 colours, a fun font, simple photography and a super-casual messaging style—is testament to a solid Branding effort, and that achievement is certainly not as simple as it may look (although if the further reduction to DNKN’ works is a point of discussion!).
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