Doughnut Plant
Poster Design • Logo Design • Email Design • Storefront Design
Doughnut Plant is a New York institution with four retail locations, a wholesale business, and a production kitchen in Queens. I joined as the sole in-house designer and built everything the business needed: menus, product launch posters, packaging, window displays, apparel, and a location-specific identity for the Queens flagship drawing on the Unisphere from the 1964 World’s Fair. When I art directed the brand’s first professional product photoshoots, I designed circular frames around each doughnut that echoed the brand’s industrial logo — stacked into a grid, they created a collect-them-all effect that became recognizable as distinctly Doughnut Plant on Instagram.
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.
