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Crown Donut

brand identity & packaging

The challenge was to rebrand a local business. I chose a donut shop close to my home called Crown Donut. This was a popular early morning donut and breakfast drive through. It is in a convenient corner location for morning commuters to pick up a good breakfast on their way to work.  This was one of my first projects in design school, and I was eager to revisit the design and update it. 

target audience

My target audience was primarily commuting adults who are on their way to work. The goal was to appeal to  people who want something sweet that is affordable and reliable, as well as younger people who are attracted to trendy designs and like to try new things.

 

In this redesign, I branched out from the logo and invested as much in the logotype and graphic assets incorporated in the brand. I also added the old school diner spin to enhance the fun experience and advertise a broader range of foods than.

A moodboard featuring colorful deserts and hand drawn depictions of food.
Graphite sketches of different business card designs.

sKETCHES

I tried out different diner styles in my sketches, ranging from french inspired to butcher house. I wanted something feminine and elegant, while keeping it simple.

Graphite sketches of different business card designs.
Graphite drawings of various menu designs.
Graphite drawings of various menu designs.
Graphite drawings of donuts with crown patterns in the icing.
Different drawings of donuts and crowns.
Graphite drawings of various menu designs.
Different drawings of donuts and crowns.
Different drawings of donuts and crowns.
Graphite drawings of donuts with crown patterns in the icing.

rOUND ONE DRAFTS

In my first drafts, I focused on the layout and the logotype. I gave the logotype an old school typeface and refined the lines and gave it some dimension. I knew this would be the focus of the branding design and wanted something strong and wildly applicable.

A business card with a seafoam green checkerboard pattern. In the center is a white circle with a pink stroke, and a light pink donut wearing a crown at the center.
A business card with seafoam green sprinkles on a white background. The words "Crown Donut" are featured in a white script with dark pink outline. The address is beneath it left aligned.
A business card with a seafoam green checkerboard pattern. In the center is the company name written in white script with a pink outline.
A business card with a seafoam green checkerboard pattern. In the center is a white circle with a pink stroke, and a light pink donut wearing a crown at the center.
A business card with pink sprinkles. The name "Casper White" is centered on the card, with the company name and details written in two columns beneath it.
A business card with seafoam green sprinkles on a white background. The words "Crown Donut" are featured in a white script with dark pink outline. The address is beneath it left aligned. Next to the text is a crown wearing a donut.
A business card with pink sprinkles. The name "Casper White" is centered on the card, with the company name and details written  beneath it.
Six vector drawings of donuts either wearing crowns on top or with crowns implied in the icing.
Six vector drawings of donuts either wearing crowns on top or with crowns implied in the icing.

Final Design

The single stroke donut wearing a crown rose above the rest of my logo designs because of its simplicity and uniqueness. Clients often use pictures of their food in advertising, so I include examples in my branding. I chose cute, colorful illustrations that matched the theme.

I combined these illustrations with a colorful pattern and branded slogans that can be used in further collateral.

A vector drawing of a donut wearing a crown, created with a single stroke.
A glazed donut in a single serving donut holder. The sides of the holder have a checkerboard pattern in seafoam green with the companies logo in white and pink front and center.
A glazed donut and a powdered donut  in a single serving donut holders. The sides of the holder have a checkerboard pattern in seafoam green with the companies logo in white and pink front and center.  On the fronts of the holder is the company name, "Crown Donut" in seafoam green on a pink background.
Crown Donut Box
Crown Donut Box
Crown Donut Patterned Sleeve
Crown Donut Patterned Sleeve
Logotype Window Cling
Menu Mockup
Menu Back
Menu Front
Diner apron
Diner apron

REFLECTION

This project was a real joy to create. I love bright colors and I love creating appetizing designs. The branding is broadly applicable and unique, with lots of different assets to charm their customers. My design is trendy and eye catching, with a nod to timeless aesthetics.

If I wanted to expand on this design I would design more varieties of packaging for their products and design some branded merchandise like coffee mugs and drink tumblers. 

Reflection

This project was a real joy to create. I love bright colors and creating appetizing designs. The branding is broadly applicable and unique, with varied assets to charm their customers. My design is trendy and eye catching, with a nod to timeless aesthetics.

If I wanted to expand on this design I would create more varieties of packaging for their products and design branded merchandise like coffee mugs and drink tumblers.

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