Doughnut Plant
Poster Design • Logo Design • Email Design • Storefront Design
After art directing Doughnut Plant's first professional product photoshoot, I developed a social media campaign to bring the imagery to life on Instagram.
Creative Strategy: I designed circular frames around each doughnut that echoed the brand's industrial logo while using bold, vibrant backgrounds to celebrate what makes each flavor unique. The grid layout created a "collect them all" effect—a playful nod to the Pokemon Go craze that summer—encouraging followers to engage with the full collection.
Impact: The cohesive visual system transformed individual product shots into an ownable brand aesthetic that drove engagement and reinforced Doughnut Plant's artisanal positioning.
In-Store and Retail Design
I led all signage and branded materials across Doughnut Plant's four NYC locations and dozens of wholesale partners, creating a comprehensive visual system that extended the brand experience from digital to physical.
Scope: Product launch posters, menu systems, promotional postcards, window displays, apparel, and beverage packaging for coffee and drinks. I also designed the exterior identity for the Queens flagship, including a custom logo inspired by the iconic Unisphere from the 1964 World's Fair—rooting the location in its neighborhood's history.
Impact: Established cohesive brand touchpoints across retail and wholesale channels, strengthening brand recognition and creating memorable in-store experiences.
