The Doughnut Experience is a mouthwatering creative confection haven nestled in the lakeside district of Muskegon, MI where owner Amy brings her passion for crafting irresistible, one-of-a-kind confections to life. Inspired by the vibrant spirit of the west coast and her commitment to exceedingly high quality experiences, we aimed to create a brand that as playful, vibrant, and indulgent as the treats she serves. We crafted a full brand identity, mouthwatering menu, eye-catching packaging design, and a delightful loyalty card program to bring this cheeky brand to life

PROJECT SCOPE: Brand Strategy, brand Identity, Packaging design

Project Goal:

The goal with The Doughnut Experience was to build a brand that matched the high-quality, true joy and unapologetic attitude of what happens behind the counter. These confections are tiny works of art, and the brand needed to honor that without taking itself too seriously. Through bold color, cheeky personality, and indulgent hand-drawn details, I crafted an identity that feels as memorable to engage with as these doughnuts are to eat. Every touchpoint was designed to make customers feel like they'd stumbled onto something special, a little irreverent, a little over-the-top, and completely impossible to forget.

We used bold colors that practically beg you to take a bite, playful hand lettering with just enough attitude, and cheeky hand-drawn illustrations and patterns that wink at you from across the room. Every visual decision for this brand was made to stop you in your tracks and make it impossible to walk past. The brand helped this doughnut shop to become a destination spot for discerned foodies, with lines wrapping around the blocks and sell-outs day after day.

Industry: BAKERY

The Doughnut Experience

The bold and cheeky doughnut shop that had people lining up around the block

The goal with The Doughnut Experience was to build a brand that matched the quality,  joy and unapologetic attitude of what happens behind the counter. These confections are tiny works

of art, and the brand needed to honor that without taking itself too seriously. Through bold color, cheeky personality, and indulgent hand-drawn details, I crafted an identity that feels as memorable to engage with as these doughnuts are to eat. Every touchpoint was designed to make customers feel like they'd stumbled onto something special, a little irreverent, a little over-the-top, and completely impossible to forget.