Alljoy
Donut Co.

In this challenge, Alljoy Donut Co., a donut shop planned for downtown NYC, needs a visual identity that could hold its own while feeling genuinely new. The brief was deceptively simple: make something bold to stands out from the crowd.

With a growing demand for unique, artisanal products, modern bakeries need to keep their branding focused. Some bakeries aim for pure tradition, using vintage designs, illustrations, and neutral colors for an old-world charm. Others lean into bold lettering and bright colors to represent their creativity, inspiration, and passion for their work.

For Alljoy, I want to emphasize its unique identity as a woman-owned specialty shop, combining bold color and typography for a memorable, geometric design.

The resulting system works across different packaging and seasonal campaigns, and demonstrates what made Marie's brand in the first place.

After researching the existing brand, I landed on a simple yet bold symbol, with a vibrant pink that reflected Marie's proud identity.

I experimented with its new eye-catching logo to create two packaging designs. The bag includes a brief blurb describing the company’s history and the founders, Marie and Johanna O’Riley, and their mission in creating the company.

For the box, I wanted to ensure that the bottom and top sides of the boxes were clearly distinct, while maintaining the same branding across both sides. This simple color inversion keeps Alljoy’s iconic pink in focus without overwhelming the package.

With that, the new logo and branding are set to launch with the new location.

Ultimately, the Alljoy brand stands out for being bold, positive, and modern: the exact identity Marie has been building all along.