DAMN
DAMN is a fully online (Instagram-based) vegan donut shop. DAMNs are vegan, delicious, fluffy, bold, handmade and are sold only on specific dates. Nuno, the founder, makes, packs and delivers these delicious treats all by himself.
Brand Attributes
Before starting the design phase, it was crucial to decide the appropriate brand attributes that best characterized DAMN's deeper values.
Bold + Playful + Unique
Sketches
The challenge was to create a visual identity that looks based on the three attributes selected. The combination of the attributes culminated into the creation of a handmade wordmark with thick, playful letters.
Colour Palette
Final Version
Heavy weight letters
Represent the heftiness of the donuts.
Playfulness
DAMN is all about enjoying the moment, having fun. To represent that, the wordmark was designed freely, not taking guidelines into consideration.
Uniqueness
Each donut is made by hand so, it only made sense to make a workmark that was hand made too.
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