Dots:
Recovering the essence
of the original doughnut

What we did

Brand positioning

Brand strategy

Tone of voice

Storytelling

Messaging

Visual identity

Packaging

Interior retail design

Copywriting

Sold in more than 50 countries around the world, with a production of over 2.5 million units a day and a range of more than 190 varieties, Dots is one of the world’s premier doughnut brands.

Created by Europastry, global leader in the frozen bakery dough industry, in 1999, the brand needed a strategic shift to highlight the product’s quality (hydrogenated fat free and no artificial colours). We had to reiterate that Dots is not just another doughnut brand, but the finest.

The new brand was inspired by the home of the original doughnuts: New York City. We made Dots recover the spirit of the authentic doughnut and gave the brand a fresh, urban yet classic personality making them the coolest occupant of any supermarket’s shelves.