A low sugar donut experience that delivers comfort joy and a lighter kind of sweet.
DONUT WORRY
COURSE
Case Study
TERM
2025
DISCIPLINES
Branding, package design
KEYWORDS
Friendly, playful, retro-inspired
OBJECTIVE
The objective is to create a low sugar donut brand that visually delivers comfort, lightness, and emotional ease through a cohesive identity system. I designed the logo with rounded letterforms that echo the softness of dough and communicate a sense of warmth rather than excess. The pink and brown palette reflects sweetness in a controlled way by balancing indulgent depth with a lighter, more calming tone. The character and supporting graphics simplify the idea of healthier sweetness into an approachable visual language, making the brand feel friendly and reassuring rather than clinical. Through these decisions, the project aims to reshape how low sugar products communicate by offering a brand that feels both delightful and genuinely comforting.
OBJECTIVE
The objective is to create a low sugar donut brand that visually delivers comfort, lightness, and emotional ease through a cohesive identity system. I designed the logo with rounded letterforms that echo the softness of dough and communicate a sense of warmth rather than excess. The pink and brown palette reflects sweetness in a controlled way by balancing indulgent depth with a lighter, more calming tone. The character and supporting graphics simplify the idea of healthier sweetness into an approachable visual language, making the brand feel friendly and reassuring rather than clinical. Through these decisions, the project aims to reshape how low sugar products communicate by offering a brand that feels both delightful and genuinely comforting.
BACKGROUND
This project began with the challenge of designing a healthier dessert brand without relying on the sterile aesthetics often associated with low sugar products. I wanted to show that a lighter recipe can still feel fun and emotionally satisfying, so I created a visual world built around softness, friendliness, and calm energy. The donut character lifting weights became a metaphor for lightness and balance, solving the problem of expressing health benefits in a gentle and humorous way. I used a checkerboard pattern and modular graphic system to add structure while keeping the tone playful, creating consistency across packaging, signage, and applications. Every choice from color values to character shapes was made to communicate the core message that sweetness can be gentle and enjoyable, turning the brand into a complete experience that reduces the stress often tied to food choices.
BACKGROUND
This project began with the challenge of designing a healthier dessert brand without relying on the sterile aesthetics often associated with low sugar products. I wanted to show that a lighter recipe can still feel fun and emotionally satisfying, so I created a visual world built around softness, friendliness, and calm energy. The donut character lifting weights became a metaphor for lightness and balance, solving the problem of expressing health benefits in a gentle and humorous way. I used a checkerboard pattern and modular graphic system to add structure while keeping the tone playful, creating consistency across packaging, signage, and applications. Every choice from color values to character shapes was made to communicate the core message that sweetness can be gentle and enjoyable, turning the brand into a complete experience that reduces the stress often tied to food choices.
