Turning Better-for-You Donuts into a Feel-Good Indulgence
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Turning Better-for-You Donuts into a Feel-Good Indulgence 🍩
Client: Better Bakehouse Co.
Project Type: Strategy, Packaging, Identity
Team: Meaningful Works
Role: Assoc. Design Director
The Opportunity
Better Bakehouse Co. had a great product—mini donuts made with real ingredients and less sugar—but no brand to match. They needed an identity that could grab attention today and grow into new formats tomorrow.
The Approach
In kickoff, the founder joked the donuts were “made of real donut.” We ran with that honesty—ditching guilt cues and leaning into unapologetic donut joy. Bold pinks, macro photography, and straight‑talk copy made the brand instantly craveable.
“These donuts are made from real donut!”
Donuts are great. Donuts are simple. When you want a donut, you’re not craving Aluminum Mystery #2, or Titanium Indigestion. You’re thinking… donut. So we made donut. Donuts with less nonsense. Donuts with more goodness. Donuts full of... donut.
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Donuts are great. Donuts are simple. When you want a donut, you’re not craving Aluminum Mystery #2, or Titanium Indigestion. You’re thinking… donut. So we made donut. Donuts with less nonsense. Donuts with more goodness. Donuts full of... donut. 🍩
The Result
Donutful launched in Walmart aisles, bringing the brand to a national audience. The visual identity and packaging set a strong foundation for the brand’s continued growth into new categories.
Photography: Tatijana Bradvica · Mike Wepplo (on‑pack)
Made at Meaningful Works