Dunkin’ Donuts Concept

Design: Haneen Hammad
Location: Egypt
Project Type: Concept
Packaging Contents: Donuts
Packaging Substrate / Materials: Paper
Printing Process: Digital printing

Dunkin’, also known as Dunkin’ Donuts, is an American multinational coffee and doughnut company. It was founded by William Rosenberg in Quincy, Massachusetts, in 1950. The chain was acquired by Baskin-Robbins’ holding company Allied Domecq in 1990; its acquisition of the Mister Donut chain and the conversion of that chain to Dunkin’ Donuts facilitated the brand’s growth in North America that year.

I started the rebranding project by brainstorming the brand personality and positioning. The challenge was to create playful illustrations with a colorful theme that catches customers’ attention. The main purpose of the redesign was to avoid common stereotypes in packaging design.. Various graphic components such as colors, illustrations, patterns helped me to present the properties and benefits of the product clearly and attractively to the customers. The project includes 4 packaging designs:

1. Fancy Donuts: They are a collection of amazing mouth watering donuts with spectacular taste.
2. Crazy Donuts: They are donuts with phosphoric colors and sweet & sour taste.
3. Mini Dangerous Donuts: A collection of small-sized donuts with the same extremely spectacular taste of Dunkin’s donuts, but beware! They’re extremely dangerous!
4. Nutella Donuts: Who doesn’t love nutella? who wouldn’t love a combination between your favorite chocolate & your favorite donuts?

What’s Unique?
The challenge was to create playful illustrations with a unique colorful theme that catches customers’ attention. The main purpose of the redesign was to avoid common stereotypes in packaging design.. Various graphic components such as colors, illustrations, patterns helped me to present the properties and benefits of the product clearly and attractively to the customers.