Donutful
The Better Bakehouse had an amazing product, but needed an identity to take them from an undiscovered regional brand to an emerging scale-up brand. Our mission: to create a brand as disruptive as the product itself.
Everyone’s trying to be so smart these days. First our phones. Then our homes. Now our sweets?! But you shouldn’t need a PhD to figure out what’s in your donuts. It’s time for smart decisions made with uncomplicated ingredients. It’s time for a Dumb Donut.
“These donuts are made with 100% donuts”
-Tony D., Founder & CEO
In a world of lab-grown ingredients and “smarter” sweets, sometimes you just need a dumb donut. This name and design touts basic truths with bold, honest typography and macro photography - because their bakes have nothing to hide. Donutful’s perfect pink is a nod to the classic donut box that disrupts the shelf, building a strong brand block in a shelf of dated bad-for-you baked goods.
Naming
The whimsical brand name is a make-believe word full of simplicity and joyfulfulness. These donuts have less calories and less fat but these donuts aren’t less. They’re full of deliciousness, full of goodness, wholly, simply, fully… donutful.
Simple: At Donutful, simple is how we approach everything we do, from the language we use to the simple ingredients that craft an elevated, sophisticated donut that’s stupid delicious.
Dumb: Dumb isn’t a bad word. We are simply taste donuts that aren’t trying to be anything we’re not. Our straight-forward and self-aware language make us provocative yet totally approachable. We think more things should be dumb!
Joyfulful: Fact: all donuts fill you with joy. Donuts that are no-nonsense, better for you, and still 100% crazy delicious make you happier than the happiest, satisfiedier than satisfied, and totally 100% joyfulful.
