After dropping “Donuts” from its name last fall, Dunkin hinted it was making moves to become a beverage-led brand in the near future. The introduction of a tap system, which serves eight cold beverages, including coffee, iced tea, cold brew, and nitro infused cold brew, along with the addition of hand-crafted espresso drinks has allowed Dunkin’ to expand its beverage portfolio rapidly.
The brand will now officially embrace its new identity with new packaging in stores nationwide. The fresh look still features the classic colors of pink and orange Dunkin’ is known for and “the packaging brings to life the energy and excitement of Dunkin’s new brand identity,” the company said. Cups, donut boxes, Munchkins donut hole boxes, Box O’ Joe, and napkins have all been revamped to reflect the brand’s new identity.
Tony Weisman, chief marketing officer, Dunkin’ U.S., says, “Our new look represents both our heritage and our evolution as the brand that fuels optimism and keeps America running with great coffee, donuts and more. What better time than the start of a new year to bring our new look to our coffee cups and packaging, and introduce a new energy to our restaurants and our fans.”
Dunkin’ partnered with branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide to develop the new branding. Throughout January, Dunkin will be releasing more content on social media featuring its refreshed look and fun content showcasing the new Dunkin’ name in a variety of vignettes.
In addition to the new look, Dunkin continues to revamp its menu by adding fresh items and bringing back a few fan favorites. Focusing on the increasing on-the-go lifestyle of guests, Dunkin engineered the menu to be convenient and easy to eat. The new menu items include:
- New Power Breakfast Sandwich: Available for a limited time, this new, better-for-you sandwich features a veggie egg white omelet with spinach, peppers and onions, turkey sausage and American cheese on a new multigrain sandwich bread topped with seeds and rolled oats. At 370 calories, the Power Breakfast Sandwich has 20 grams of whole grains, 24 grams of protein, and has no artificial flavors or dyes and no high fructose corn syrup.
- New Energy Cold Brew: Dunkin’s signature cold brew coffee with a shot of its freshly brewed espresso brings coffee lovers a new source of power in their cup.
Menu items returning in January include:
- The Brown Sugar Chipotle Bacon Breakfast Sandwich: a double portion of caramelized brown sugar chipotle bacon—made with real brown sugar and chipotle seasonings—along with egg and cheese served on a buttery, flaky croissant.
- The Caramel Chocoholic Donut: a classic chocolate donut frosted with caramel icing, sprinkled with semi-sweet chocolate curls and finished with a drizzle of caramel icing.