THE BRIEF
Tasked with crafting a visual identity for Dough Co, centred around the tagline "A Little Taste of Heaven," my goal was to reflect the brand's core values of joy and sweetness while appealing to a Gen-Z and millennial demographic. The visual elements needed to be versatile, working seamlessly across various applications, including packaging, digital marketing, social media, in-store signage, and merchandise.
APPROACH
To create a cohesive and engaging visual identity, a rounded typeface for the logo, incorporating doughnut shapes and using negative space within the letter "D" as the brand logo mark. This versatile design is complemented by a serif typeface and a cotton candy sky-inspired colour palette, evoking joy and sweetness. The visual identity extends across all brand touch points, with playful packaging, eye-catching EDMs, social media graphics, and website banners maintaining the whimsical feel. In-store signage and merchandise, including T-shirts, tote bags, and mugs, consistently enhance the customer experience and reinforce brand recognition, helping to build brand loyalty.
