Dunkin Donuts was established 1950 in Massachusetts and in 2014 they opened up their first store in Sweden. We saw an opportunity to update Dunkin Donuts visual identity and packaging to fit into the Scandinavian market as well as the global. We wanted to make donuts trendy and fun, visiting the café is supposed to be an experience and donuts is something you treat yourself with in between gym sessions and healthy eating.
The new design goes back to the basics. Bright colors, geometric shapes and a simplified logo makes the communication straightforward and easy to comprehend. For recognition we have chosen to use a bright pink as a primary color. As secondary colors we have worked with blue, pink and yellow. They are used together to create a pattern with overprint.
User friendly and fun describes the new packaging. The boxes with four donuts can be stacked on top of each other and together with the donut shaped handle you can easily bring twelve donuts with you. The mug and donut holder is perfect for bringing your beverage and donut on the go.
With an expression that communicates fun, simple and playful we have expanded Dunkin Donuts already existing target group and turned it into an exciting experience. We have transformed Dunkin Donuts from a fast food restaurant to a cool and modern café that gives you an experience without being expensive. It is a place you visit with your friends to hang out, relax and have fun.