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.

Before & After of The Doughnut Project Logo

Advertising Mockups

Stationary Collateral
Web Prototype and Social Media​​​​​​​
The Doughnut Project Truck
Hand-held Menu & Large Board Menu

Uniform for In-Store and Food Truck

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