We stared into our crystal ball and were rewarded with the vision of a three eyed black cat. Or maybe that was just our sugar high talking?

You know it going to be a fun project when your clients already own a candy store. Designing the Fortune brand was much like making a doughnut – a simple idea transformed into a delightfully delicious brand experience by the alchemy of design. The powers of darkness also suggested a graphic language and icons which became an integral part of the Fortune Doughnut brand, expanding beyond the logo into retail design, packaging and signage.