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

My role as both Creative Director and later, designer was to lead the rollout of the brand across all platforms and points of purchase. Collaborating with the client, I oversaw all aspects of production, including design, photography and the creation of 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