As part of my Master's program at the University of Baltimore, I had the opportunity to collaborate on a capstone project with two talented classmates, Evelyn Mena and Johema Farfan. Our task was to develop a comprehensive visual brand and brand guidelines for 808 Donuts, a fictional donut shop
As co-team leader, I played an integral role in guiding the project and collaborating with my teammates to ensure a cohesive vision. My contributions to the project included:
- Typeface Selection: Curating a list of potential typefaces that align with the brand’s playful and approachable identity
- Mascot Redesign: Revamping the mascot to better reflect the personality and values of the brand
- Brand Guidelines & Presentation: Designing the layout and visual presentation of our brand guidelines book, ensuring clarity and consistency in how the brand elements should be applied
This project allowed me to work closely with my peers, refine my skills in branding and design leadership, and create a professional deliverable that reflects both creativity and strategic thinking
PBDS 740 - Seminar | UBalt | Spring 2023
The Completed Project
Throughout the semester, my team and I conducted in-depth research to understand various aspects of 808 Donuts. We identified key challenges in the brand’s visual identity, defined the target audience, analyzed competitors, and brainstormed potential product offerings. This research laid the foundation for a comprehensive branding strategy that would appeal to the brand’s customers
In addition to creating the process and brand guidelines book, my team also designed a mobile application mock-up for 808 Donuts. The app was envisioned as a key component for customer engagement, allowing users to earn reward points, browse the menu, and shop for merchandise directly through the app
This project provided a valuable opportunity to blend branding, user experience design, and digital interaction, ensuring that the brand’s identity was consistently conveyed across both physical and digital touchpoints
In addition to the deliverables mentioned above, we were also tasked with creating a compelling visual presentation. This included showcasing our branding concepts, app design, and the overall process to our class and a panel of judges. The presentation allowed us to effectively communicate our ideas, strategies, and design decisions, providing valuable feedback for refinement and further development of the project
The Process
Below is the progression of the logo design process for 808 Donuts, showcasing how my team and I developed and refined the concept from initial sketches to the final design
I was tasked with redesigning 808 Donuts' mascot, Bob, who represents a rice grain. The original hand-drawn design lacked clear recognition as a grain of rice, so my goal was to create a more refined and easily identifiable version. I slimmed down Bob’s shape and gave him a more modern, mature aesthetic that would appeal to a wider audience, attracting customers of all ages while maintaining a playful, approachable feel
After redesigning Bob, we also decided to introduce a family of characters to accompany him. This addition was intended to highlight mochi donuts' communal and shareable nature, reinforcing the idea of togetherness and connection. Each family member was designed to complement Bob while bringing their own unique charm to the brand
