Dunkin’ Rebrand Guidelines
Rebrand Identity
The rebranded Dunkin’ identity embraces a sophisticated yet approachable aesthetic, shifting from its playful, fast-food-inspired look to something richer and more refined. This new identity aligns with the evolving expectations of modern coffee consumers—those who appreciate high-quality ingredients, artisanal preparation, and a sensory-driven experience. The brand now exudes a sense of warmth, indulgence, and craftsmanship, focusing on premium coffee culture, while maintaining the familiarity and accessibility that Dunkin’ has always been known for.
About Dunkin’ Rebrand
This reimagined Dunkin’ brand identity embraces a more refined, artisanal, and elevated aesthetic while staying true to its roots as a beloved coffee and donut destination. Moving beyond its playful, fast-food-inspired past, the new Dunkin’ aligns itself with a sophisticated café culture- one that appreciates quality ingredients, rich flavors, and an immersive sensory experience.
Objectives
Vision
To redefine the coffee and donut experience by embracing craft, quality, and warmth, creating a space where every sip and bite feels intentional.
Mission
Dunkin’ is committed to providing high-quality coffee and baked goods with an elevated aesthetic and refined atmosphere, making premium coffee culture more accessible while maintaining an inviting and familiar presence.
Tone
The brand voice is warm, confident, and evocative—blending the charm of a classic neighborhood coffee shop with the sophistication of a modern café. The tone is rich, sensory-driven, and intentional.
The design language of this rebrand is intentional: bold yet classic typography, a warm and earthy color palette, and imagery that highlights the richness of coffee and baked goods. The essence of Dunkin’ is now about more than just grabbing a quick cup of coffee—it’s about savoring the experience, whether it’s the first sip of a perfectly brewed espresso or the satisfying texture of a fresh donut.
Moodboard
This moodboard sets the tone for a modern, elevated Dunkin’, one that retains its welcoming spirit but refines its presentation. The rebrand doesn’t erase Dunkin’s playful past but instead matures the brand.
Brand Identity Design
Logo Design:
The redesigned Dunkin’ logo steps away from the bright, playful aesthetic and adopts a more grounded, bold serif typeface. The typography exudes confidence and warmth, with a subtle nod to classic Americana diners and coffeehouse culture. The apostrophe in “Dunkin’” retains its charm, ensuring the brand maintains its friendly and conversational identity while embracing a more grown-up, timeless look.
Typefaces:
The new typeface combines vintage-inspired charm with a bold, contemporary presence. The rounded yet structured letterforms provide a sense of nostalgia while maintaining modern readability. This shift enhances Dunkin’s identity as a premium yet approachable brand, appealing to coffee aficionados and everyday customers alike.
Primary Font:
Secondary Font:
Tertiary Font:
Color Palette:
Inspired by the natural tones of coffee, baked goods, and warm café environments, the new Dunkin’ palette shifts to rich browns, deep caramel hues, and creamy off-whites. These tones evoke the rich crema of espresso, the golden-brown texture of donuts, and the rustic warmth of freshly brewed coffee. This color system moves away from neon vibrancy and instead embraces a sophisticated yet inviting ambiance.
