Down State Donuts
Scope
Down State Donuts engaged our design team to revitalize their existing brand identity. The scope of work included a comprehensive visual refresh that maintained brand equity while aligning with the company’s evolving personality and market positioning. Key deliverables included:
- Updated logo design and supporting brand marks
- Refined color palette and typography system
- Brand style guide for consistent application across channels
- Redesigned packaging concepts and in-store signage
- Art direction for new product photography and digital content
Objective
The primary goal of the refresh was to modernize Down State Donuts’ visual presence without alienating loyal customers. The brand needed to reflect a more playful, artisanal, and community-driven tone while standing out in a highly competitive food and beverage landscape. Our objective was to:
- Enhance visual consistency across all touchpoints
- Reinforce Down State Donuts’ identity as a premium yet approachable donut brand
- Support new product launches and store expansions with scalable branding assets
- Create a brand system that would translate effectively across digital, print, and in-store environments
Marketing & Advertising
Following the rollout of the refreshed branding, Down State Donuts experienced measurable improvements in both customer engagement and advertising performance:
- increase in social media engagement within the first 60 days
- Modest lift in in-store foot traffic across key locations
- Digital ad campaigns using the new brand visuals saw a higher CTR compared to prior creative.
- The updated packaging and signage contributed to a stronger retail shelf presence, resulting in a boost in same-store sales
Digital Banners
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