Cruel Donuts
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
Cruel Donuts needed to stand out from the noisy crowd and not just be another California donut shop. Inspired by the French Cruller and 80s hit “Cruel Summer,” the woman-owned shop owner wanted to become an Instagram-worthy destination spot for San Francisco foodies.
With exciting donuts flavors like Ube and Mochi, Cruel Donuts needed to connect with a younger donut-loving crowd. And wanted to give back to the local San Francisco community. It can be a cruel world out there, but their mission is to sprinkle a little kindness with every donut purchased.
We built a purposeful and authentic brand experience designed to be wholesome, positive, and inviting. We ideated happy-go-lucky statements, playful donut puns and positive vibes to put a smile on peoples’ faces and encourage the simple act of kindness. The millennial pink and “signature” sweetness brand vibe carries through the bright and clean aesthetic of the shop interior concepts, to help encourage foodies to share on social.
Donut worry, sprinkle kindness!
