Concept
This insight shaped the core concept of the brand: donuts as a guilty pleasure — a moment of temptation for those who normally choose discipline, health, and self-control.
As a visual metaphor, the identity draws inspiration from medieval visual language, a period rich in reflections on sin and virtue. References can be found in the works of artists such as Hieronymus Bosch and Pieter Bruegel, known for their symbolic narratives, surreal imagery, and fantastical creatures.
This insight shaped the core concept of the brand: donuts as a guilty pleasure — a moment of temptation for those who normally choose discipline, health, and self-control.
As a visual metaphor, the identity draws inspiration from medieval visual language, a period rich in reflections on sin and virtue. References can be found in the works of artists such as Hieronymus Bosch and Pieter Bruegel, known for their symbolic narratives, surreal imagery, and fantastical creatures.
To avoid a dark, overly serious, or religious tone, the medieval references are reinterpreted with irony and playfulness. The graphics feature whimsical, slightly strange characters and scenes reminiscent of Bosch- or Bruegel-like imagery.
For the logo, an accidental medieval font was used, but it was translated into a contemporary, light-hearted visual language.
The visual system includes an accent font, quirky graphic characters, and old painting styles for print media.
For the logo, an accidental medieval font was used, but it was translated into a contemporary, light-hearted visual language.
The visual system includes an accent font, quirky graphic characters, and old painting styles for print media.
The resulting identity balances exclusivity and humor, tradition and modernity — perfectly reflecting the idea of indulgence as a beautiful, intentional, and slightly sinful pleasure.
Project description
‘Donus’ is a premium donut store designed to stand out from conventional fast-food aesthetics and challenge the usual perception of donuts. The brand offers donuts of premium quality with refined, unexpected flavor combinations.
The target audience consists of urban, design-aware individuals who usually follow a healthy lifestyle. For them, indulgence is rare and intentional. This makes a donut not an everyday snack, but a conscious deviation from routine — a small, deliberate “sin.”
‘Donus’ is a premium donut store designed to stand out from conventional fast-food aesthetics and challenge the usual perception of donuts. The brand offers donuts of premium quality with refined, unexpected flavor combinations.
The target audience consists of urban, design-aware individuals who usually follow a healthy lifestyle. For them, indulgence is rare and intentional. This makes a donut not an everyday snack, but a conscious deviation from routine — a small, deliberate “sin.”
Work: Layout, Copyrite, Research, Bild Bearbeitung, Illustrations
Grafikdesignerin mit Schwerpunkt Corporate Identity, Branding und kanalübergreifender Gestaltung für Print und Digital. Erfahrung in Start-up- Grafikdesignerin mit Schwerpunkt Corporate Identity, Branding und kanalübergreifender Gestaltung für Print und Digital. Erfahrung in Start-up- Grafikdesignerin mit Schwerpunkt Corporate Identity, Branding und kanalübergreifender Gestaltung für Print und Digital. Erfahrung in Start-up-
