Honey Dew Brand

Honey Dew Donuts has been in business for almost 50 years, with more than 150 franchises in New England. For many years, Honey Dew attempted to boost sales through product-centric branding and advertising.

Viewpoint Creative pitched a new brand in order to breathe new life into Honey Dew’s nearly 50-year-old brand to elevate flattening sales.

Role Creative Director + Designer

As Creative Director and subsequently as a designer, my responsibility entailed spearheading the implementation of the brand across various channels and touchpoints, including out of home, in-store, and other digital aspects such as website and social media. Working closely with the client, I managed all aspects of production, which encompassed designing, art direction for food photography, and developing the style guidelines.

Old brand

The brand had no consistency in color, layout or font, which made for poor brand recognition. Furthermore, the choice and variety of backgrounds significantly cheapened the appearance of the food itself, making it look less appetizing.

New brand

No matter the placement or the product being advertised, consistency in fonts, color and photography treatment makes for a strong overall brand, and when product is shown, it is treated as the hero. The photography is of the highest quality, which in turn, makes the food look high-quality.

Holiday Cup & Promotion examples