I worked with Sterling Brands on some conceptual work for a rebrand of the Krispy Kreme brand identity, packaging and in-store experience. The concept was to turn the dot over the “i” into a doughnut on a conveyer belt, which represents the in-store experience they call “doughnut theater.” This idea gets extended into other consumer touchpoints and becomes the brand voice that gets threaded throughout the consumer experience. This work represents the creative thinking that was considered by the client, however was not the final direction chosen.
(Designed at Sterling Brands)
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