The Doughnut Project

A new staple in New York City, creating a truly wild experiment in what is called a “mad science meets culinary venture.”

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, began the project of creating 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 an NYC staple.

This project was a Semifinalist in the 2018 Adobe Design Achievement Awards.

Click here for the logo process book.