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Doughnut Time

Localizing a Cult Brand for a Sweet German Debut

Role:

Brand Designer

Duration:

1 year

Team:

3 People, 1 Designer (myself)

Jump to:

Jump to:

Branding

>

Packaging

>

3D Mockups

>

Wrap Design

>

Web & Social Media

>

>

>

After successful expansions in Australia and the UK, Doughnut Time set its sights on Germany, bringing its bold, playful brand to a new audience. As part of the launch team, I worked on refining the brand’s visual identity and adapting it for the German market, ensuring consistency while resonating with local customers. My role spanned branding, packaging, and digital design, helping establish a strong foundation for the brand’s entry into Germany.

Branding

Presentation design

Packaging

Print

01

Branding

01

Branding

01

Branding

Localizing the Brand

To make Doughnut Time feel at home in Germany, I translated and adapted content, ensuring the brand’s playful voice remained intact while being culturally relevant. I also refined the logo for better versatility across different applications, from signage to packaging.

Localizing the Brand

To make Doughnut Time feel at home in Germany, I translated and adapted content, ensuring the brand’s playful voice remained intact while being culturally relevant. I also refined the logo for better versatility across different applications, from signage to packaging.

A Pitch Deck For Investors

A compelling pitch was crucial for securing investment in Germany. I designed a professional yet vibrant presentation in German, balancing brand personality with the clarity and structure investors expect.

02

Packaging

02

Packaging

02

Packaging

Concept Development

I adapted existing packaging to meet local regulations and logistics while also designing new concepts that aligned with the brand’s bold aesthetic. This included doughnut boxes that stood out on shelves and in deliveries.

Concept Development

I adapted existing packaging to meet local regulations and logistics while also designing new concepts that aligned with the brand’s bold aesthetic. This included doughnut boxes that stood out on shelves and in deliveries.

03

3D Mockups

03

3D Mockups

03

3D Mockups

To bring the packaging concepts to life, I used Adobe Dimension to create realistic 3D mockups. This allowed me to visualize how the boxes would appear in a real-world setting, including how colors, textures, and branding elements would interact with different lighting conditions.

To bring the packaging concepts to life, I used Adobe Dimension to create realistic 3D mockups. This allowed me to visualize how the boxes would appear in a real-world setting, including how colors, textures, and branding elements would interact with different lighting conditions.

By rendering high-quality previews, I was able to refine the designs, ensuring they maintained a strong visual impact while staying aligned with Doughnut Time’s playful and indulgent brand identity. These mockups also helped streamline the approval process by providing stakeholders with a clear representation of the final product before production.

04

Wrap Design

04

Wrap Design

04

Wrap Design

Going Vintage

A classic VW Bulli became a moving piece of brand storytelling. I designed a custom wrap that transformed it into an eye-catching, Instagram-worthy icon, perfect for events, pop-ups, and deliveries.

Going Vintage

A classic VW Bulli became a moving piece of brand storytelling. I designed a custom wrap that transformed it into an eye-catching, Instagram-worthy icon, perfect for events, pop-ups, and deliveries.

05

Web & Social Media

05

Web & Social Media

05

Web & Social Media

Ahead of the official store opening, I created temporary landing pages and social media banners to generate buzz and ensure a smooth transition once operations began. These assets helped establish an early brand presence online, engaging potential customers before the first doughnuts were even sold.

Ahead of the official store opening, I created temporary landing pages and social media banners to generate buzz and ensure a smooth transition once operations began. These assets helped establish an early brand presence online, engaging potential customers before the first doughnuts were even sold.

Methods

  • Competitive Analysis

  • Moodboarding

  • Concept Development

  • Iterative Design Process

  • Packaging Prototyping

  • Digital & Print Asset Creation

Methods

  • Competitive Analysis

  • Moodboarding

  • Concept Development

  • Iterative Design Process

  • Packaging Prototyping

  • Digital & Print Asset Creation

Skills

  • Packaging Design

  • Graphic Design

  • Promotional Design

  • Illustration

  • Print Production

  • Content Creation

Skills

  • Packaging Design

  • Graphic Design

  • Promotional Design

  • Illustration

  • Print Production

  • Content Creation

Tools

  • Illustrator (packaging)

  • Photoshop (editing)

  • Adobe Dimenstion (3D)

  • Slack (collaboration)

Tools

  • Illustrator (packaging)

  • Photoshop (editing)

  • Adobe Dimenstion (3D)

  • Slack (collaboration)

Conclusion

Bringing Doughnut Time to Germany meant more than just translating a brand—it required adapting its identity to a new market while maintaining its fun, rebellious spirit. From refining the logo and packaging to designing a pitch presentation and eye-catching marketing assets, every element played a role in ensuring a smooth and exciting launch. The combination of localized content, creative packaging, and strategic branding helped Doughnut Time make a strong first impression, setting the stage for both retail and nationwide delivery success.

Conclusion

Bringing Doughnut Time to Germany meant more than just translating a brand—it required adapting its identity to a new market while maintaining its fun, rebellious spirit. From refining the logo and packaging to designing a pitch presentation and eye-catching marketing assets, every element played a role in ensuring a smooth and exciting launch. The combination of localized content, creative packaging, and strategic branding helped Doughnut Time make a strong first impression, setting the stage for both retail and nationwide delivery success.

Explore More

Let’s Collaborate

Book a call with me
or contact me using the contact form.

LinkedIn

Substack

Mastodon

Insta

stéph

©

Stéphane Flesch

2024

Let’s Collaborate

Book a call with me
or contact me using
the contact form.

LinkedIn

Substack

Mastodon

Insta

stéph

©

Stéphane Flesch

2024

Let’s Collaborate

Book a call with me
or contact me using the contact form.

LinkedIn

Substack

Mastodon

Insta

stéph

©

Stéphane Flesch

2024