alljoy donut co.
The Challenge
Alljoy Donut Co., a donut shop planned for downtown NYC, has everything ready for their opening— everything except for a logo.
In this challenge, I examined modern trends and distilled Alljoy into not only a logo, but a brand: including everything from stationery to tone to packaging, and, of course, the perfect logo.
research
With a growing demand for unique, artisanal products, modern bakeries need to keep their branding focused. Some bakeries aim for pure tradition: using vintage designs, hand-drawn illustrations, and neutral colors to evoke an old-world charm. Others lean into bold lettering and bright color palettes, to represent their creativity, inspiration, and passion for their work.
Therefore, for Alljoy, we want to emphasize its unique identity as a woman-owned specialty shop, using bold or geometric elements and memorable design. Ultimately, the Alljoy brand should evoke a sense of artistry, craftsmanship, and quality that sets it apart from the competition, while resonating with the modern consumer.
user personas
ann
Age: 48
Stay-at-home mom
Ann has a passion for food, and loves to indulge herself with a rich piece of dessert every so often. She’s a bold woman with a strong zest for life, and lives for the little things. Ann loves sweet, bold flavors, especially ones that remind her of her home country.
matt
Age: 32
Recent grad
Matt loves to try new things, and is constantly on the hunt for bizarre flavors and mashups that most people would cringe at. He doesn’t have a particular sweet tooth, but he loves anything new and strange to eat.
Danielle is a young vegan woman looking for cute shops in her area with options she can eat. Her usual bakery only ever had one or two vegan options. She’s passionate about sustainability, eco-awareness, and goes out of her way to look for natural, organic foods without animal products.
Danielle
Age: 25
Student
Logo Design
The branding for Alljoy Baking Co. needs to evoke a sense of artistry, craftsmanship, and quality alike that sets it apart, while resonating with modern consumers.
I chose to emphasize Alljoy’s identity as a woman-owned specialty donut shop by combining bold color and typography for a memorable, geometric design. Ultimately, the Alljoy brand stands out for being bold, positive, and modern.
Elements & Variations
Of course, Alljoy will need more than a logo. Putting this newly-established branding into practice, I experimented with its outstanding, eye-catching pink to create a simple package design for a set of Alljoy donuts.
It includes a brief blurb describes the company’s history and the founders, Marie and Johanna O’Riley, and their mission in creating the company.
packaging sets
packaging boxes
Alljoy Donut Co. would require multiple different forms of packaging. Donuts could come in small bags, for individual orders, or bigger boxes like this one, to fit up to a dozen at a time.
With this design, I wanted to ensure that the bottom and top sides of the boxes were clearly distinct, while maintaining the same branding across both sides. This simple color inversion keeps Alljoy’s iconic pink in focus without overwhelming the package.