Two Years Into Dunkin’s Rebrand, VP Drayton Martin Talks Coffee, Logos and Even Donuts

A look at the mechanics of how a legacy brand reinvents itself

Dunkin’ underwent an ambitious rebranding effort in 2018. Dunkin'

Despite the pandemic-prompted loss of foot traffic, retail coffee is still among the most robust segments of the restaurant business. According to Research and Markets, coffee shops are expected to grow by 13% between now and 2024, becoming an $81 billion industry.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.