donutful
Donutful celebrates simplicity, honesty, and joy. Bold typography, macro photography, and a modern pink inspired by the classic donut box create a shelf presence that disrupts the category. The whimsical, self-aware name and playful design system reflect the brand’s core values—simple, dumb, joyfulful—making elevated, better-for-you donuts approachable, provocative, and unforgettable in a crowded, dated baked-goods landscape.
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Agency: Meaningful Works
Partner: Stephanie Kuga
Design Direction: Savannah McAnally
Associate Design Direction: Taylor Smith
Copywriting: Dana Tiel
Design: Levina Lasmana
Photography: Tatijana Vasily