Jackdaw Design has created a new brand identity for Borough 22, an award-winning London bakery specializing in handmade gluten-free vegan doughnuts. For the rebrand, the studio has created a flexible visual language that takes inspiration from the doughnuts themselves. Lively spotty patterns inspired by the ingredients, such as cinnamon and icing sugar, are mixed with stripes, waves, zig-zags, and geometric shapes to represent each flavor. The color palette is bold, expressing the personality of each doughnut and the vibrancy of the range.
A distinctive logo features the brand name set in different typefaces, and extra details include the circular holding shape with a bite taken out of it for the number 22 - just like a mouth-watering doughnut.
Jackdaw has designed three different box sizes, along with a seamless pattern greaseproof paper that sits snuggly within the box. A premium paper bag has also been designed, which comfortably holds the boxes and ensures the doughnuts are delivered in a fresh-out-of-the-oven condition. The evolved identity and packaging appeals to a wide audience and drives awareness of the doughnuts' unique and exciting flavor combinations.