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HanleyCreative | A multi-disciplinary design studio
SMILE DONUTS
Industry: Food
THE CHALLENGE:
Opening a new independent food concept in New York City is incredibly daunting.
It is arguably the most saturated, competitive street-level market in the world.
A small to mid-sized shop cannot rely on foot traffic alone; if the branding looks amateur, consumers
will walk right past it to an established chain. To survive and thrive, SmileDonuts needed to make a massive splash on day one with a visual identity that looked established, highly professional, and impossible to ignore.
THE GOAL:
To build a brand aesthetic that perfectly balances "premium quality" with "neighborhood fun." The visual identity needed to highlight their creative, high-quality ingredients while remaining approachable for all ages. Whether it’s a morning commuter grabbing a coffee on the go or a family hanging out on the weekend, the branding had to radiate warmth, energy, and top-tier professionalism.
THE PROCESS:
We approached this launch not just as a logo design, but as a complete consumer experience buildout. To cut through the visual noise of the NYC streets, we anchored the brand in a vibrant, clean, and highly memorable aesthetic.
Every touchpoint was mapped out—ensuring the design language translated flawlessly from a tiny business card, to a coffee cup carried down the block, all the way up to the storefront signage.
THE SOLUTION:
We delivered a comprehensive, top-to-bottom brand architecture that immediately positioned
this independent shop as a heavy hitter in the local food scene.
The resulting identity is playful yet polished, proving that a mom-and-pop budget
doesn't mean sacrificing premium, agency-level design.
STOREFRONT & DECOR: OWNING THE BLOCK
To compete with established corporate chains, the physical storefront needed
to project immediate legitimacy.
We designed the exterior signage and interior touchpoints to create a cohesive,
inviting atmosphere, ensuring the physical space matched the premium, artisanal
feel of the food itself.
Deliverables:
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Primary Logo Systems
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Official Uniform System
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Brand Color Palette & Typography
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Packaging Design (Boxes & Coffee Cups)
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Business Cards & Print Collateral
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Storefront Signage & Interior Branding
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Merchandise & Apparel
THE LOGO: ANATOMY OF A SMILE
A memorable logo in the food and beverage space needs to be instantly recognizable.
We engineered the primary mark by seamlessly integrating the playful smile directly into the curve of the donut hole. The result is a clean, scalable icon that looks just as sharp on a tiny pastry sticker as it does on a massive storefront awning.
APPAREL & MERCH: BUILDING LOCAL LOYALTY
Great neighborhood brands build cult followings. We extended the SmileDonuts identity into a line
of wearable merchandise, transforming a daily coffee stop into a localized lifestyle brand.
The clean, modern aesthetic translates effortlessly to apparel, giving loyal locals a way to wear
their neighborhood pride.
PACKAGING: THE WALKING BILLBOARD
In New York City, your packaging is your most valuable advertising space. We designed the coffee
cups and donut boxes to serve as vibrant, walking billboards. By leveraging the signature yellow and
rich chocolate palette alongside bold typography, every customer carrying a box down the block immediately becomes a brand ambassador.
THE MENUS: A VIBRANT ORDERING EXPERIENCE
In a fast-paced NYC shop, the menu board has to do heavy lifting.
We designed a vibrant, highly legible menu system that guides the customer journey while amplifying
the brand's playful energy. By using bold color-blocking and clear typographic hierarchy, we made
the ordering process fast, intuitive, and as enjoyable as the donuts themselves.
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