Domi­no’s Chick ​‘N’ Dip

Help­ing Domi­no’s stretch into chicken

  • Brand Strategy
  • Proposition
  • Naming
  • Visual identity
  • Verbal identity

The chal­lenge: stretch the Domi­nos brand with­out dilut­ing it

Chick­en is boom­ing. It’s one of the fastest grow­ing cat­e­gories in fast food, fuelled by flavour exper­i­men­ta­tion and cus­tomer demand for more variety. 

Domino’s want­ed a slice of that action. 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 that could: feel new, stay cred­i­ble, and still belong.

We cre­at­ed Domino’s first sub-brand. One that could open up a new cat­e­go­ry while stay­ing root­ed in what peo­ple already love about the brand.

THE BRIDGE: DIPS

Domino’s already owned some­thing beyond piz­za – its dips. That became the entry point. A famil­iar asset, reimag­ined to unlock a new space.

The propo­si­tion was sim­ple: dip into a world of flavour.

A sim­ple idea that con­nects Domino’s equi­ty to a broad­er, more expres­sive chick­en offer.

Famil­iar enough to trust.
Dis­tinct enough to grow.

A NAME THAT DOES THE JOB

Chick ​‘N’ Dip makes the offer instant­ly clear.

It ties chick­en to one of Domino’s most own­able assets, while keep­ing the tone play­ful and recognisable.

“Chick­en gave Domino’s per­mis­sion to play, but it 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 & Founder, ODA Branding

DOMI­NO’S BUT WITH ROOM TO MOVE

The iden­ti­ty bal­ances famil­iar­i­ty and free­dom. We evolved core brand assets to cre­ate some­thing that feels recog­nis­ably Domino’s, but with more ener­gy, play­ful­ness, and range.

The domi­no shape became a flex­i­ble design device – reimag­ined as a flip-board to sig­nal move­ment, choice, and vari­ety. A sys­tem designed to work across menus, cam­paigns, and environments.

From there, Chick ​’N’ Dip was giv­en its own type­face and design lan­guage – dis­tinct from piz­za, but still recog­nis­ably Domino’s.

The palette builds on core brand colours for recog­ni­tion, with bold­er tones to bring the dips to life. Black and white pro­vide a con­fi­dent stage, while the flip-board device adds ener­gy and movement.

The result is a brand that feels unmis­tak­ably Domino’s at its core – acces­si­ble, cheeky, and ener­getic – with enough free­dom to play in the chick­en space.

Art Direc­tion & Design devel­op­ment by Domi­no’s Big Dip Stu­dio
 

Bespoke font cre­at­ed by Hand Inc

PR stunt by Domino’s Earned Team

  • Enabled Domino’s to enter a high-growth category with a credible, ownable offer

  • Created a scalable sub-brand platform for future expansion

  • Extended the brand without diluting its core equity

  • Delivered a distinctive proposition in a crowded chicken market

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