When they came to us, Dupe Loops didn’t have a name. All they had was a recipe, but it was the holy grail. Something that’s been promised before, but never delivered until now: a gluten free, allergen free donut that tastes like an OG, raised & fried donut. The real deal.
When we got the call to develop the brand from the ground up, our task was to create a brand as original and unforgettable as the donuts themselves.
Why Does The Donut Have Wings?
Because it’s a mythical creature, duh. They said it couldn’t be done, creating a donut this fluffy and flavorful without gluten. And yet, here we are. A golden, airy, raised donut that comes in dozens of mouthwatering flavors, none of which will kill you. Unicorns do exist.
An original branding recipe
Dupe Loops is different from every other donut, so they need to announce themselves boldly. To do this, we created a look and feel that will get them noticed in a crowded market. The voice is confident, but owns its awesomeness with a dry deadpan wink. The design system hits hard with purple and teal as hero colors; the “Dupe” burst, the clouds, and the “GF AF” circle all balance it with a whimsical sense of humor.
The Donut Takes Flight
With our help, Dupe Loops launched a coordinated social media campaign combining headlines, mouthwatering photography, and influencer partnerships to hit the ground running. They outfitted the world’s coolest food trucks with our brand elements, in order to move around and dupe as many people as possible. Now they sell out every weekend, their Instagram following has grown by 600 people per month, and they might just eat [redacted national donut chain]’s lunch.
