The Donut Club
When everyone zigs, you should zag
While most confectionery brands pile on the sprinkles, we took a different approach with The Donut Club. Instead of predictable pastels and party vibes, we built a concept-led brand with real character. Inspired by Victorian elegance and ornate detail, we brought a sense of class and theatrical splendour to an industry known for puffy pink typefaces and sickly sweet graphics. Because donuts can be fun. But they can also be distinguished.
Project Scope
Branding / Visual Brand Concepts / Packaging / Shopify Design & Development / Social Media Management
Design & brand character
For The Donut Club, we went full Victorian… then added donuts. We built a richly decorative, vintage-inspired identity using ornate typography, gold frames and detailed illustrations that nod to old-school refinement. Then we quietly swapped out traditional elements in the artwork for donuts, because why take yourself too seriously?
The result
A brand that feels grand, indulgent and just a little bit mischievous. To keep things fresh, we paired the heritage styling with a bold, vibrant colour palette that brings energy to the interiors and stops the whole thing feeling like a museum. It’s classic meets contemporary. High tea meets sugar rush. A premium donut experience…with a wink.
“great gorgeous absolutely fantastic”
Website & eCommerce Growth
We built The Donut Club’s Shopify store to feel anything but template. Every click, from landing page to checkout, was designed to be smooth, on-brand and packed with personality. Premium, playful and unmistakably Donut Club.
Behind the scenes, the site is structured to make the most of Shopify’s SEO power, helping boost visibility, grow traffic and turn browsers into buyers. Clear product journeys, smart optimisation and a friction-free checkout all work hard in the background.
The Sweet-Talking Donut
To take gifting up a level, we created a completely bespoke Shopify app called the Sweet-Talking Donut. Customers can record a personal voice message when sending a giant donut as a gift. The message is loaded onto a device built into the packaging and plays when the box is opened. What starts as a delivery quickly turns into a proper moment.
It is fun, unexpected and genuinely different. More importantly, it works. The feature helps increase average order value, encourages repeat purchases and gives The Donut Club a standout edge in a crowded market.
Customer Impact & Brand Momentum
The response has been seriously positive. Customers love the packaging, the personality and of course the donuts themselves. The mix of bold branding, clever gifting features and a smooth digital experience has created genuine buzz, both online and in-store. Everything works together. Brand. Digital. Packaging. Product.
We also continue to work with The Donut Club on their social media strategy, bringing consistency to their content and building steady, sustainable growth. Clear brand voice, strong visuals and joined-up campaigns help keep momentum high and the community engaged. When it all pulls in the same direction, growth is not accidental. It is designed.
