Branding Domino’s first ever sub-brand

But when your name is prac­ti­cal­ly short­hand for piz­za, how do you stretch cred­i­bly into chick­en? Adding chick­en to the menu wasn’t enough. Domino’s need­ed a sub-brand, its first, one with a per­son­al­i­ty, iden­ti­ty, and strat­e­gy aligned with the par­ent brand, but dis­tinct enough to car­ry its own weight.

Dip into a world of flavour

We root­ed the idea in Domino’s most loved asset after piz­za: the dip. Already famous for dips, Domino’s had equi­ty that wasn’t tied to piz­za — the per­fect bridge into chick­en.

The propo­si­tion was sim­ple: dip into a world of flavours, where Domino’s icon­ic dips meet high-qual­i­­ty chick­en and glob­al flavours.

Famil­iar enough to feel Domino’s, but expan­sive enough to open new ter­ri­to­ry with glob­al­ly inspired tastes. More than a cre­ative leap, it was a brand archi­tec­ture move that made the stretch into chick­en both cred­i­ble and distinctive.

A sticky sub-brand name

Nam­ing Domino’s first sub-brand was about more than a label — it had to sig­nal a new chap­ter while stay­ing true to the brand’s play­ful DNA.

Chick ​‘N’ Dip is a name that works on every lev­el. Bold and unmis­tak­able, it tells you instant­ly what’s on offer, while its cheeky, con­ver­sa­tion­al tone speaks in the same voice Domino’s cus­tomers already love. Most impor­tant­ly, it ties chick­en to Domino’s most own­able equi­ty — the dip. More than just a prod­uct descrip­tion, Chick ​‘N’ Dip cap­tures the spir­it of the brand: fun, mem­o­rable, and unmis­tak­ably Domino’s.

“Chick­en gave Domino’s per­mis­sion to play, but the play had to be root­ed in recog­nis­able brand assets. By straight­en­ing the domi­no and reimag­in­ing it as a flip-board, we cre­at­ed a design sys­tem that feels famil­iar yet opens up a whole new world of flavour.”

Grant Willis Cre­ative Direc­tor ODA Branding

Domin­o’s but different

The visu­al iden­ti­ty had to strike a del­i­cate bal­ance: famil­iar enough to feel like Domino’s, but dis­tinct enough to sig­nal some­thing new. Chick­en as a cat­e­go­ry allows more room for play­ful­ness and even more licence to have fun. We want­ed Chick ​‘N’ Dip to embrace that spir­it while stay­ing ground­ed in Domino’s DNA.

We start­ed with Domino’s most recog­nis­able asset: the domi­no itself. By straight­en­ing it, we not only gave it a new stance to sit con­fi­dent­ly along­side the Chick ​‘N’ Dip name — we also unlocked it as a design shape in its own right. That shape became the foun­da­tion for the iden­ti­ty sys­tem, reimag­ined as a trav­el flip-board to cue move­ment, dis­cov­ery, and a world of flavour.

From there, Chick ​‘N’ Dip was giv­en its own type­face and design lan­guage, ensur­ing it had a voice dis­tinct from piz­za, but still famil­iar. The colour palette leaned into Domino’s core shades for recog­ni­tion, but expand­ed with bold, vibrant tones to hero the dips. Black and white pro­vid­ed a con­fi­dent stage for flavour, while the flip-board device added ener­gy, motion, and appetite appeal.

From there, Chick ​‘N’ Dip was giv­en its own type­face and design lan­guage, ensur­ing it had a voice dis­tinct from piz­za, but still famil­iar. The colour palette leaned into Domino’s core shades for recog­ni­tion, but expand­ed with bold, vibrant tones to hero the dips. Black and white pro­vid­ed a con­fi­dent stage for flavour, while the flip-board device added ener­gy, motion, and appetite appeal.

The result is a brand world that feels Domino’s at its core, acces­si­ble, cheeky, and ener­getic, but with a freer, more play­ful edge that makes it right at home in the chick­en space.