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Building a restaurant identity around elegance, presence, and human connection.
La Belle Étoile was created as a refined hospitality brand for central London, built to express atmosphere, attract the right audience, and turn a new restaurant into a place people would want to enter, remember, and return to.
[ Brand Strategy, Rebranding, Visual Identity, Web Design, Packaging Design ]
Sanders Donuts.
Rebranding a handcrafted donut brand
Challenges
Making a familiar product feel fresh
Standing out in a crowded food category
Balancing playful and credible
Building a system
Ideas
Joy as a brand strategy
Bold typography as appetite language
Color that feels warm and craveable
Results
Brighter and more recognizable brand
A complete digital and retail system
A clearer handcrafted positioning
Sanders Donuts was a rebranding project for a handcrafted donut brand that needed a stronger, brighter, and more appetizing visual identity. The goal was to move the brand from a simple food offering into a more memorable experience — one that could work across digital platforms, packaging, menus, retail materials, and customer-facing communication.
The challenge was to make a familiar product feel exciting again. Donuts already carry emotion: comfort, sweetness, reward, nostalgia. Our task was to translate that feeling into a visual system that could feel modern, playful, and commercially useful. The identity had to attract attention quickly, make the product look desirable, and stay flexible across many formats.
The challenge was to make a familiar product feel exciting again. Donuts already carry emotion: comfort, sweetness, reward, nostalgia. Our task was to translate that feeling into a visual system that could feel modern, playful, and commercially useful. The identity had to attract attention quickly, make the product look desirable, and stay flexible across many formats.
Key Ideas:
Joy as a business tool
Handcrafted donuts with a bold visual voice
Appetite-driven typography and color
Digital-first food brand communication
A playful system built for recognition
August 2024
The product became the brand’s main emotional trigger
For Sanders Donuts, the visual identity was built around the feeling people already associate with donuts: reward, joy, comfort, and small daily pleasure. Instead of hiding the product behind abstract branding, we made it central to the system.
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Victoria VR.
3D Reward Assets for a Metaverse Campaign
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