Krispy Kreme

The iconic brand, known for its rich heritage and fanatic following around the world, was looking to evolve the brand to attract new consumers and address the ever-changing marketplace.

Kripsy Kreme paper goods packaging design by Sterling Brands

Red and white Krispy Kreme Doughnut t-shirt. Design by Sterling Brands

With a packaging system that spans a variety of retail outlets, and with 70% of its stores outside the U.S., the challenge required global collaboration, comprehensive consumer insights, and a visual identity that would work around the world.

Krispy Kreme coffee packaging design by Sterling Brands.jpg

Two children at a Krispy Kreme store wearing Krispy Kreme hats

Working with Krispy Kreme’s leadership team and architectural partners, we extended the new visual identity to retail, initially launched outside of Detroit.

Photo of a Krispy Kreme store. Image is an example of Store concept work by Sterling Brands

Consumer Research · Brand Equity Evaluation® · Brand Identity · Visual Language

Packaging Design · Visual Identity Guidelines · Brand Training · Store Concept

SpoonfulOne

HairClub