Recovering the essence
of the original doughnut

What we did

Brand strategy

Brand platform

Visual identity


Tone of Voice



Art Direction


Sold in more than 50 countries around the world, with a production of over 2.5 million units a day and a range of more than 190 varieties, Dots is one of the world’s premier doughnut brands.  

Created by Europastry, global leader in the frozen bakery dough industry, in 1999, the brand needed a strategic shift to highlight the product’s high quality (hydrogenated fat free and no artificial colours). We had to make clear that Dots is not just another doughnut brand, but the finest.

In this project, we worked on a new brand strategy, visual identity, logo, tone of voice, packaging, art direction and copywriting.

Best Awards 16 Best Branding: Corporate Identity Alimentación

The new brand was inspired by the home of the original doughnuts: New York City. We made Dots recover the spirit of the authentic doughnut and gave the brand a fresh, urban yet classic personality making them the coolest occupant of any supermarket’s shelves.