The Doughnut Project: Rebrand
After much speculation, I found that while The Doughnut Project had insane doughnuts and a crazy shop, their existing branding didn't fully express the creativity put forth by their product. So, for my final project in my branding class I decided to create new branding guidelines for them. I began by creating a logotype where each letter is made mainly from circles, the basic shape of a doughnut. I also used bright, bold colors against a dark gray background to challenge the typical pastel colors put forth by other sweet shops. Building a cohesive social media platform was important as well, but I believed this shop could benefit from expanding into a food truck. This would allow the target market to grow while remaining a NYC staple.
This project was a Semifinalist in the 2018 Adobe Design Achievement Awards.