Brand Design Strategy
Interior Design Guidelines
Donuterie is one of the first donuts manufacturers in Romania. Although Romanian cuisine has a similar popular recipe, our clients were skeptical about growing a business by using it exclusively. After nights spent in the kitchen and long tasting sessions, the young people from Donuterie had the courage to improve the donut and launch it on the market. Naturally, they had an instant success. Customers were queuing in front of the shop, which went viral becoming an overnight success. A selfie with the beautiful, mouth-watering donut was the new trend for all the cool kids in the city.
Although an overnight success, Donuterie didn’t have a successful identity. The plain logo and packaging did not fit with the consumer’s lifestyle and fresh attitude. Being a local business there was no challenge or pressure to improve it, but with the constant demands for a franchise system, we needed to find Donuterie’s true voice and identity that could help it grow, come closer to its consumers and be noticed in the crowd.
We needed to go nuts, so we did. We wanted to be bold, come out with a shocker and make our customers to take selfies with the new logo on the block. We found the voice, we found the slogan: “Be nuts. Be donuts”. The new packaging has it all: youth, good vibes and coolness. Donuterie brand grew into a national-wanted brand, with a new, attractive and fresh identity, easy to implement it in the stores all over the country.