BRAND IDENTITY | CASE STUDY
DONUT LOVE
After nearly two decades in the investment industry and corporate sales, Clint and Kathy Hiles, founders of Doughnut Love, embarked on a new adventure in 2020. Bringing their delectable handcrafted donuts to the Tri-Cities area, they infused a fresh and delightful flavour into the local scene.
PROCESS
While possessing an initial concept for the logo, they remained open to various possibilities. To guide the design process, I inquired about the brand qualities they aimed to portray. Their response—“fun, unique, unexpected, a little bit intense but approachable”—served as a foundation. Utilizing this insight, I crafted a spectrum of concepts, diligently working to pinpoint the perfect direction that encapsulated their desired brand image.
CLIENT:
Donut Love
DATE:
July, 2020
CATEGORY:
Brand Identity
VERSION A | BOW AND ARROW
For this version I wanted to reference “love” without delving into the conventional “cute” aesthetic, opting instead for a more cheeky vibe. Drawing inspiration from the captivating mythology surrounding Cupid and his mischievous spirit, I created a striking bow and arrow monogram using the contour of the letter “D.” The Gothic font style served as the ideal complement, lending a touch of sophistication while infusing the mark with ample drama and personality.
VERSION B | CUPID USE
This iteration showcases a whimsical and cherubic portrayal of Cupid. To maintain a harmonious aesthetic and prevent the overall mark from appearing overly youthful, I opted for a classic serif font. I think this combination creates a truly memorable mark that exudes charm and warmth. I envision the signage against a sleek marble background, utilizing a minimal colour palette of gold and black for a sophisticated and timeless appeal.
VERSION C | WORDMARK
I am huge fan of the wordmark and thoroughly enjoy the process of discovering the perfect typeface that will visually articulate the personality of a brand. My goal was to curate fonts with distinctive character yet possessing a timeless quality. From there I tailored specific elements to fashion a one-of-a-kind mark. Guided by the spirit of joy and love, I crafted a diverse array of wordmarks for Donut Love, each designed to resonate with the brand’s unique identity.
SUMMARY
The client felt the wordmark best represented their vision, so from there the client and I entered a collaborative phase. Here we meticulously refined the logo aiming for the perfect expression of their brand. During the refinement stages, we amalgamated key elements from different versions, ultimately crafting a new and polished mark that truly captured the essence of their brand.
