B.Glaze was a project for a client looking to start a small donut business out of a NYC community kitchen. While the project ultimately never took off, it was a great early exercise in branding and identity methodologies that I still apply to clients today.

Questions and Research

As this was a Pro-Bono client, I had a good amount of time for questions and research. I started with the usual high-level questions to get a better sense of their ‘story’ and feelings they want to evoke with their brand(client’s answers in red):

• Who is your audience? My audience is any one that appreciates a great donut for Dough or Doughnut Plant (NYC Stores)

• Give me 5-7 words to describe your brand. Delicious, timeless, simple charming, friendly

• How would you differentiate your company/product from others? Having Dunkin Donut prices, but Dough quality

• Are there other donut businesses out there that are similar in ‘spirit’ with your company? Doughnut Vault, Federal Donuts, Dough

Research and Moodboards

I then proceeded with mood board creations and a write-up, which fleshed out more of the story. I then supported it with 3 different mood boards each telling the same story but coming about it from various angles visually…

The Write-Up (The Story)
Donuts are a part of Americana. They are a symbol of the working man. They’re simplicity takes us back to when time stood still. When things were much simpler. B. Glaze is a throwback to those earlier times. We keep our ingredients simple. We are no frills, nothing fancy. Just a good solid donut. Small town neighborhood communities, the blue-collar worker, that mom and pop store…they still remain an important fabric of America. And we would like to celebrate that.

Sketches and Logos

The clients decided on the direction (mostly of moodboard #2), and I then proceeded with logo sketches that spoke to that classic, Americana, no-frills, homely look.

Final Designs and Deliverables

The client gravitated towards the 2nd version, and after discussions on colors and final type, I delivered a final ‘brand book’ complete with messaging and inspirational applications. Below are a few pages from the delivered book…