Downstate Donuts
Downstate Donuts isn’t just about donuts—it’s about playful flavors, real craft, and a brand that feels as original as its potato-based recipes. I partnered with the founder to refresh the identity, creating a system that’s warm, modern, and ready to grow.
Downstate Donuts
Downstate Donuts isn’t just about donuts—it’s about playful flavors, real craft, and a brand that feels as original as its potato-based recipes. I partnered with the founder to refresh the identity, creating a system that’s warm, modern, and ready to grow.
Services
Graphic
Branding & Identity
Logo Design
Illustration
Packaging Design
Role
Brand Designer
Client
Downstate Donuts
Date
July 2025
DSD 3.0
BRAND REFRESH
The refresh began with a complete brand identity system. I designed a responsive logo suite—including primary, secondary, submark, and icon variations—that works across packaging, digital platforms, and signage.
Brand Identity Development
I built a full set of guidelines to ensure consistency across platforms and future campaigns. This included rules for logo usage, color application, and typography, as well as digital asset templates for social media, email headers, and website visuals. I also organized a production-ready file system, making it simple for the brand to apply its identity at scale.
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Packaging & Print Design
To bring the brand into customer hands, I designed packaging and print assets such as business cards, donut box mockups, stickers, and menus. These applications helped translate the refreshed identity into tangible touchpoints that strengthen customer experience while maintaining consistency across formats.
Brand in Action
I produced mockups to demonstrate how the identity comes to life across storefront signage, digital campaigns, and customer-facing experiences. These applications gave the founder a clear vision for how the refreshed system could expand into new retail, event, and wholesale opportunities.
