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Doughnut Plant Rebranding


How do you rebrand one of the most-loved doughnut shops in New York?

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Background

Since 1994, Doughnut Plant has been serving high quality, innovative doughnuts. Beginning on Grand in the Lower East Side, Doughnut Plant’s passion for originality and quality flavors have made them into a NYC staple.

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So, what’s the issue?

For a brand that sells doughnuts shaped like flowers, their brand was starting to look stale. The ‘old industrial’ look was beginning to date the chain, compared to newer confectionary restaurants in the city.

We wanted Doughnut Plant to look as fun and as innovative as their product.