Background
The following is placeholder text known as “lorem ipsum,” which is scrambled Latin used by designers to mimic real copy. Donec ac fringilla turpis. Nullam sit amet nisi condimentum erat iaculis auctor.
Donec ac fringilla turpis. Mauris egestas at nibh nec finibus. Sed a ligula quis sapien lacinia egestas. Mauris id fermentum nulla.
Research
Dunkin’ Donut’s current brand image is coffee for the "Average Joe.” The company provides a fast-food type experience with inexpensive products. They are known for friendliness and customer service, but this message is not always conveyed in their packaging or advertisements. They are well-known and have a fairly large group of loyal customers, but are at risk of losing business to competitors such as Starbucks and McDonalds.
Strategy
Present Dunkin’ as a customer experience, not just a product. I wanted to rebrand Dunkin‘s packaging to communicate the friendly, casual aura of a typical Dunkin’ Donut‘s store. My hope was to give the “average Joe” the idea that Dunkin’ is the trendy, social, fun place to go for good customer service and good coffee.
Executions
New logo
New box