Client: Downstate Donuts
Agency: SWITCH
My Role: Design + Strategy

What is it?

Branding, identity, and creative strategy for Downstate Donuts, a new Chicago-based company specializing in potato-based donuts. The founders, two restaurant industry veterans, wanted their brand to reflect the same quality and authenticity as the donuts they made from scratch. The goal was to create a vibrant and fresh identity that would capture the essence of their delicious, wholesome product.

What did I do?

As the lead designer, I was responsible for the concept and execution of the entire branding and identity. This involved developing a unique visual language, crafting the value proposition, and ensuring the brand felt authentic and appealing. I collaborated closely with the team to create a cohesive and impactful strategy that reflected their passion for fresh, handmade donuts.

What were the results?

Five years later, Downstate Donuts is thriving, with a growing customer base and expanded product offerings. The refreshed branding helped establish their unique presence in a competitive market, and they’ve since added more products to their line, continuing to build on the success of their original potato-based donuts.