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Krispy Kreme Brand Book

Krispy Kreme Doughnuts celebrated its 80th birthday in 2017. In order to stay relevant with the current time, they decided it was time for a brand uplift—leveraging the best of 80 years while modernizing the brand’s voice, look, and feel for today’s consumers and tomorrow’s marketplace. As part of this modernization, we created a brand book to get employees and franchisees from around the world excited about the future of Krispy Kreme. We gave ourselves the ultimate challenge and sent printers scrambling with a design that had a doughnut sized hole throughout the entire 60-page book. Below are just a few of the spreads.

Copywriters: Lisa Shimotakahara, Russell Dodson
Strategy Director: Ashley Yetman
Producer: Liz Stovall