Sometimes you come across a brand that has so much potential, but it’s absolutely atrocious. Such is Maple Donuts. I grew up in York, Pennsylvania and ever since I fell in love with design, I’ve had my eyes set on this donut shop’s brand. So, with some free time, I decided to challenge myself with a rebrand of this multi-location donut shop.
The challenge was to push the Maple Donuts brand into the now without losing its longstanding heritage and brand recognition in the central Pennsylvania market.
By maintaining similar design elements, we were able to keep the brand rooted and maintain recognition. The orange maple leaf and script typeface were the foundations of the brand. We updated the design of them to be simpler and, therefore, easier to visually digest. We added to the image by designing donut shapes of varying colors that form an “M” mark with the orange maple leaf being the centerpiece. The final addition to the brand was a graphic treatment of wood grain to symbolize the maple tree derivative.
The updated brand is a nod to retro, but still modern. We designed supporting brand touch points to reflect how the brand could easily grow with witty one-liners, and use of the brand identity’s mark elements as patterns and accoutrements on printed pieces.