Krispy Kreme was founded on the traditional glazed doughnut, and has retained its original recipe since its inception. 


Problem: Krispy Kreme was named Adweek top company of the year in 2003, and until 2005 experienced steady increases in sales. The company teh began to grow too quickly and could not stay on top of quality control and as a result stock prices tanked. 


Key Strategy: Remind people what Krispy Kreme stands for, human connection. 



Doughnut Industry


New Brand Identity

CBM: Kagan McSpadden

CS: Ali Katz

AD: Rosalee Lewis, 

Rafael Cavalcante Vilela

CW: Madeline Trebenski

CT: Kathryn Stern