Brand Design Strategy
Interior Design Guidelines
Donuterie is one of the first producers of donuts in Romania. Although Romanian cuisine has a similar popular recipe, our clients were skeptical about growing a business using it exclusively. After nights spent in the kitchen and hour-long tasting sessions, the young people from Donuterie had the courage to improve the donut, put it out on the market and, of course, it was an instant success. Customers were queuing in front of the shop turning it into an overnight viral success. A selfie with the beautiful, mouth-watering donut was the new “it“ 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, but with the constant requests for a franchise system, we needed to find Donuterie’s true voice and true identity that could help it grow, be closer to its consumers and get noticed in a crowd.
We needed to go nuts, so we did. We wanted to be bold, come out with a shocker identity and get 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 began to have it all: youth, good vibes and coolness. The Donuterie brand grew into a national-wanted brand, with a new, attractive and fresh identity, easy to implement in stores all over the country.