This modern interpretation of the classic American donut shop was created as a prototype. The goal was to establish a visual identity that is refined yet approachable. The concept needed to compete with industry heavyweights like Dunkin Donuts, Krispy Kreme and Tim Hortons.
The hand drawn wordmark is both retro and decadent, representing their donuts and coffee. The throwback vibe is reinforced with a stark, monochromatic application of typographic elements through-out the visual identity system.