Community Mainstay

Delicious Donuts is a mom and pop donut shop that has been an east Portland mainstay for 12 years. The owners, Penny and Boun, focus on making donuts that live up to their shop’s name and treating their customers like family. Along with donuts, they serve hearty breakfasts and espresso drinks. Additional services they offer include catering and delivery.

Delicious Donuts is a mom and pop donut shop that has been an east Portland mainstay for 12 years. The owners, Penny and Boun, focus on making donuts that live up to their shop’s name and treating their customers like family. Along with donuts, they serve hearty breakfasts and espresso drinks. Additional services they offer include catering and delivery.

Goals & Challenges

The main challenge Delicious Donuts was experiencing at the time was that they wanted to wind down their wholesale operation to focus solely on selling donuts within their own store. However, they were having difficulty getting the retail sales volume necessary to make the switch viable. They had tried multiple types of advertising, but nothing seemed to work well enough to get them to their goal. A lot of the advertising Delicious Donuts was doing succeeded in driving people to their website, but once there, the conversion rate to turn those site visitors into customers was low.

The main challenge Delicious Donuts was experiencing at the time was that they wanted to wind down their wholesale operation to focus solely on selling donuts within their own store. However, they were having difficulty getting the retail sales volume necessary to make the switch viable. They had tried multiple types of advertising, but nothing seemed to work well enough to get them to their goal. A lot of the advertising Delicious Donuts was doing succeeded in driving people to their website, but once there, the conversion rate to turn those site visitors into customers was low.

We worked with Delicious Donuts on a complete rebrand and website redesign.

Rebrand

The focus of the new branding was to highlight Penny and Boun’s story, their journey from high school sweethearts, to husband and wife, to business partners. The new branding communicates how they work as a team to bring joy to others in the form of great food. This unique brand identity gets people’s attention and makes their business stand out visually from other local donut shops. It catches people’s eye as they walk by the shop, or browse their website, and welcomes people into the shop with the promise of great food served by people who truly care about what they do.

We worked with Delicious Donuts on a complete rebrand and website redesign.

Rebrand

The focus of the new branding was to highlight Boun and Penny's story, their journey from high school sweethearts, to husband and wife, to business partners. The new branding communicates how they work as a team to bring joy to others in the form of great food. This unique brand identity gets people’s attention and makes their business stand out visually from other local donut shops. It catches people’s eye as they walk by the shop, or browse their website, and welcomes people into the shop with the promise of great food served by people who truly care about what they do.

The focus of the new branding was to highlight Boun and Penny's story, their journey from high school sweethearts, to husband and wife, to business partners. The new branding communicates how they work as a team to bring joy to others in the form of great food. This unique brand identity gets people’s attention and makes their business stand out visually from other local donut shops. It catches people’s eye as they walk by the shop, or browse their website, and welcomes people into the shop with the promise of great food served by people who truly care about what they do.

Photo Credit and Decal Design: federicoxavier.com
Delicious Donuts Rebrand and Website Redesign Image Delicious Donuts Shop Interior
Photo Credit: federicoxavier.com
Photo Credit: federicoxavier.com

Website Redesign

The focus of the new design was to make the website more easily navigable and appealing to site visitors, as well as adding new functionality to the site. The new design allowed customers to browse current offerings in the shop in a quick and easy fashion. It also enabled visitors to learn more about their catering services and order online for delivery, meaning that Delicious Donuts was able to get more customers from all over the city without even needing to bring them into the shop. The website redesign and branding allowed Delicious Donuts to attract much more customers than they had previously. After working with us, Delicious Donuts in-store donut sales doubled. This increase in sales was the thing they really needed in order to achieve their goal of transitioning away from wholesale and focusing purely on retail.  After years of putting up with the challenges of wholesale, with the redesign and rebrand, they were able to end their wholesale operation in July of 2017.

The focus of the new design was to make the website more easily navigable and appealing to site visitors, as well as adding new functionality to the site. The new design allowed customers to browse current offerings in the shop in a quick and easy fashion. It also enabled visitors to learn more about their catering services and order online for delivery, meaning that Delicious Donuts was able to get more customers from all over the city without even needing to bring them into the shop. The website redesign and branding allowed Delicious Donuts to attract much more customers than they had previously. After working with us, Delicious Donuts in-store donut sales doubled. This increase in sales was the thing they really needed in order to achieve their goal of transitioning away from wholesale and focusing purely on retail.  After years of putting up with the challenges of wholesale, with the redesign and rebrand, they were able to end their wholesale operation in July of 2017.