Just call it Dunkin’.

This just in Starting January, Dunkin’ Donuts will drop the “Donuts” from ads, packages and signage at new and remodeled stores, as well as its social media accounts. The makeover is part of Dunkin’ Brand’s efforts to relabel itself as a “beverage-led” company that focuses on coffees, teas, speedy service and to-go food including -— but not limited to — doughnuts.

Dunkin’ says that beverages, especially coffee, make up 60% of the company’s US sales. “Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customer,” said Dunkin’ Brands (DNKN) CEO David Hoffmann in a statement Tuesday.

A redesigned logo maintains Dunkin’s pink-and-orange color scheme and its familiar font. The new branding will appear on packaging, advertising, Dunkin’s website and social media channels beginning Jan. 1, according to the company. Stores will also feature new signage, while some locations utilizing Dunkin’s new design format have already tested the new name over the past year.