Overview: Duck Donuts is a donut chain shop based in Pennsylvania. This case study is a rebranding of their current logo and visual identity. I redesigned their current logo and then showed how this logo and new visual identity would be incorporated in new collateral pieces including print and digital design work.
Tools: Adobe Illustrator, Adobe Photoshop, Adobe InDesign.
Logo & Packaging Design
The concept for this logo design started during my independent study course before I ever tried Duck Donuts. I honestly just really liked the name of the company and it seemed like a fun case study.
After researching the company and it’s roots I decided to design my own take on the logo. The company was founded in Duck, North Carolina. Their current logo, nicknamed “Ollie”, dressed in a visor and stripped tank–a nod to their beach town roots.
With that knowledge in mind, I still wanted the logo to represent their roots and keep a fun, “beachy” feel. That was where the idea formed to create a donut as an inflatable swim tube and a new illustration of the lovable duck happily inside the tube.
The logo is shown here as an example of how it would look on packaging the company would use every day for customers.
A creative asset utilized are duck feet, this can be found across many elements I designed throughout this project, including social media graphics and the ordering app.
Menu Design
To practice the new visual identity with layout design I created an example of what one their most popular menus would look like.
This incorporates new font styles that would go best with the new logo design, as well as colors that pair well with the logo to create a cohesive look across all collateral.
Digital Marketing
Digital marketing advertisements have become increasingly more popular for brands. Specifically on social media. Users are creating more loyal relationships to brands based on the type of content they are creating.
This could be a great opportunity for Duck Donuts as their brand is already fun and inviting, their advertisements could build off that by creative messaging, incorporating their cute duck mascot, create relatable content around their product and in doing so gaining a loyal following, thus more traffic to their website and awareness to their brand.
