CLARIFYING THE VISION

MISSION STATEMENT

This brand design was for Nicole, who owns "The Donut Shack". Nicoles Mission statement is: "We provide vegan and gluten free donuts, because everyone deserves to indulge without limitations".

BRAND MESSAGE

Nicole wants her customers to not have only a few options for vegan and gluten free, she wants it to be the only option for them. Nicole's vision for her business is to gently nudge people into making more ethical food choices and move away from animal based foods.

ADJECTIVES

Warm, Quirky, and Light Filled

CREATING A BRAND STORY

The inspiration for Nicoles brand was the deep colors of the fall and winter, partnered with images that invoke the feelings you get in those seasons. The peacock shows that her brand is quirky, while the other images show how warm and inviting her brand is.

DESIGNING THE BRAND

I wanted Nicole's brand to be a mixture of fun and quirky, but also sophisticated. The O in donut was begging to be a donut, and to bring that element into the submark I incorporated it in the d as well. The typeface of the logo shows that her brand is friendly, but sophisticated.