Baker Boy engaged Bolin Zwieg to refresh The Donut Hole, a brand its founder created in 1976 that once anchored more than twenty donut shops across three states. As a line of individually wrapped donuts, it needed to feel current on a convenience store shelf without losing the warmth that made it worth reviving.

Bolin Zwieg developed a strategy built on a simple premise: The Donut Hole already had equity worth protecting. Rather than modernizing away from its origins, the work brought the brand forward, preserving the tradition that gave the name meaning while making it credible in contemporary retail.

The exploration landed on a bright, nostalgic direction. The resulting system paired a warm orange-and-brown palette with expressive typography, playful graphic elements, and a flexible brand mark, carried through packaging, signage, apparel, gas pump toppers, and environmental graphics.

The Donut Hole now reaches consumers through convenience stores, grocery store bakery departments, and select retailers nationwide.

Brand Strategy
Logo Design
Visual Identity
Packaging Design
Graphic Design
Environmental Graphics