Strategy, Branding, Naming, Packaging, Neon, Food Consulting & Social Media Marketing

Doughnut Time

From hole-in-the-wall to $16 million in sales

Throughout the time we worked with Damian Griffiths on his hospitality venues in Australia, Mr. Griffiths would consistently come to Kenny for food and drink consulting advice. It was one of these times, in 2014, when Damian approached Kenny, saying “We have a small space on Alfred Street, and I want to do a sweet shop. Maybe ice cream, maybe doughnuts, maybe cupcakes. What do you think?”

Building a successful brand means taking a look at your competition and offering something new and better. Kenny took a look at the Australian market and what was already on offer. Coming from NYC, Kenny knew doughnuts well and saw an opportunity. At the time, the last true exposure Aussies had to doughnuts was when Krispy Kreme came to Australia, some 10 years earlier. There were no “fancy” doughnuts in Australia, no sweet/savoury doughnuts.

Using the vintage sweet shops of his New York upbringing as inspiration, he came up with the iconic vintage mint green colour scheme, neon signage and world-famous "It's always a good time" doughnut clock.

Kenny even consulted on the doughnut flavors, insisting there be salted caramel and maple bacon varieties. Combined with a catchy tag-line, Instagram-ready vintage styled packaging and colourful doughnuts, Doughnut Time became a viral sensation amassing over 200,000 social media followers and turning over sales of $16 million (AUD) in a year.

Brand Strategy and Consulting

Giant Squid Creative consulted on the doughnut flavors for Doughnut Time

Authentically Vintage Style

Doughnut Time's vintage mint green, iconic neon and custom tile designed by Giant Squid Creative

Iconic Custom Neon Signage

Doughnut Time's "Always a good time" clock designed by Giant Squid Creative

Social Media Strategy

Giant Squid Creative's social media strategy helped make Doughnut Time a viral sensation with over 200,000 followers

A worldwide success

Doughnut Time's flagship store on Shaftesbury Avenue in London

Doughnut Time UK in London by Giant Squid Creative

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