cruel donuts
A Sweet Spin on Nostalgia, Community, and Instagram-Worthy Vibes
Cruel Donuts needed to stand out in California’s competitive donut scene—not just as another trendy shop, but as a destination for San Francisco foodies.
Inspired by the French Cruller and the ‘80s hit Cruel Summer, the woman-owned shop wanted to create an Instagram-worthy brand experience that captured attention while staying true to its mission:
Appeal to a younger, donut-loving crowd with exciting flavors like Ube and Mochi.
Create a brand that felt fun, nostalgic, and positive, not just another bakery.
Give back to the local San Francisco community, reinforcing kindness as part of the brand’s DNA.
Services:
Market Research & Consumer Insights
Consumer Market Testing
Brand Strategy & Positioning
Brand Identity
Brand Storytelling + Copywriting
Packaging Design
Custom Illustration
Interior Renderings & Mockups
Brand Collateral & Swag
Every element was designed to spark joy, encourage social sharing, and create a feel-good moment for every customer.
We crafted a purposeful and authentic brand experience that felt wholesome, inviting, and irresistibly shareable. Every element was designed to spark joy, encourage social sharing, and create a feel-good moment for every customer.
Playful Brand Language → We developed a happy-go-lucky tone, infused with donut puns and positivity, making every interaction—from packaging to social media captions—delightfully engaging.
Signature Aesthetic & Store Concept → We leaned into millennial pink and bright, clean interiors to create a space that felt instantly Instagrammable and visually tied to the brand’s sweet and uplifting vibe.
Sprinkle Kindness Mission → Since giving back was a core part of Cruel Donuts’ identity, we emphasized acts of kindness as part of the brand’s messaging, ensuring that every donut purchase felt like a small way to make the world a little sweeter.
The Results
The Cruel Donuts brand became more than just a donut shop—it became a feel-good experience that people wanted to visit, photograph, and share.
Increased foot traffic & foodie buzz, positioning the shop as a must-visit destination in San Francisco.
A highly shareable brand identity, driving organic social media engagement and word-of-mouth marketing.
Community-driven storytelling, reinforcing the shop’s commitment to kindness and giving back.
By balancing aesthetics, personality, and purpose, Cruel Donuts transformed into a brand that felt as good as it tasted—a place where every bite and every visit came with a sprinkle of happiness.
"We wanted to be more than just another donut shop, and Fenomenal made that vision come to life. They helped us create a brand that feels as joyful as our donuts taste! From the fun, feel-good messaging to the visual identity, every detail was crafted to be engaging, inviting, and totally Instagrammable. The best part? Our community feels it too, and that’s exactly what we wanted."
– Lean, Founder Cruel Donuts
the takeaway
A strong brand isn’t just about a great product—it’s about creating a memorable experience. By combining a clear brand personality, an inviting store aesthetic, and a mission-driven story, Cruel Donuts became more than just a bakery. It became a destination.
Looking to build a brand that stands out and connects?
Let’s make it happen. Contact Us to bring your vision to life.
How to Work with us It’s simple
01
Book a Discovery Session
Let’s discuss your goals and challenges.
02
Choose Your Services
Select the package that best meets your needs.
03
Watch Your Brand Thrive
Together, we’ll bring your vision to life.