I’ve been a fan of Grownup Donuts since moving to Auckland five years ago. Their handmade, flavor-packed donuts have been one of my favourite local treats, and their brand has always had a great personality.
But as a designer, I couldn’t help but wonder—what if I gave it a small refresh? Not a rebrand, just a little extra polish to enhance what’s already great.
Instead of making big changes, I focused on refining the details to make the brand feel a little more cohesive.
The original design looked more like a traditional ring donut, but Grownup Donuts are filled and topped with a dollop of their famous filling.
I refined the logo to better reflect what makes their product unique.
Their colour palette was primarily orange and white, which felt bright but lacked depth.
I introduced a mix of browns, pinks, and light cream—shades inspired directly by the donuts themselves—to enhance the warmth and richness of their brand.
Their existing typography was playful but a bit difficult to read.
I selected a new typeface that keeps the fun, inviting feel while improving legibility, ensuring their brand is as approachable visually as their donuts are in person.
To add a touch of personality, I designed a custom pattern of hand-drawn donuts inspired by their signature look, creating a playful and unique brand element.
The result? Still the same Grownup Donuts, just a little more grown-up. The refresh keeps their fun, inviting energy intact while making their visuals cleaner and more aligned with the quality of their product. It’s proof that sometimes, small tweaks can make a big impact.
If you’re in Auckland, do yourself a favour and grab a box from @grownupdonutsnz. Their donuts are handmade daily, packed with flavour, and ridiculously good.
This was a personal project, something I love doing for brands that already have a strong identity but could benefit from a little extra polish.
I enjoy small, thoughtful refreshes that bring out the best in a brand, and this was a great example of that. That said, but if you love thoughtful, strategic brand design, let’s chat!
P.S. If you're actually Grownup Donuts, I would absolutely LOVE to work with you—just putting it out there! 🍩😉💚
