Following on from their recently re-branding of Dunkin’, global brand design agency Jones Knowles Ritchie (JKR) has now provided a fresh new identity for the American multinational quick service restaurant chain’s new handcrafted espresso drinks line.
“It’s the exclamation point that makes the most impact,” says Tosh Hall, global executive creative director at JKR. “It encapsulates the strength and power of Dunkin’ Espresso, and emphasises the confidence of the brand moving toward more symbolic language. Now, not only does “America run on Dunkin’”, but it also runs on the exclamation point of Dunkin’s Espresso.”
“It’s rare that such a robust campaign coincides with an actual change to the product itself,” Hall adds. “Dunkin’ listened to consumers by revamping their espresso brew with new machines, which deliver richer, more sophisticated, handcrafted espresso beverages.”
“The espresso range provides a powerful new choice for America’s coffee drinkers,” said Tony Weisman, Chief Marketing Officer, Dunkin’ U.S. “The new identity reinforces this bold choice for espresso drinkers. We look forward to proving it to America with each sip, beginning now.”
The espresso identity launch is a further development of the brand, which will be referred to solely as Dunkin’ in 2019.
Source: Jones Knowles Ritchie