background

Mighty Donuts, a new donut shop in the Hudson Valley, partnered with us to develop a brand strategy and visual identity ahead of their opening in Red Hook, New York.

The couple behind Mighty Donuts have a passion for their community, artisanal coffee and donuts, and sourcing delicious, local ingredients that highlight area farms.

They set out to build a business that could serve as a warm and delightful gathering place and a great work environment.

After a rocky start with the local planning board, they landed on renovating an empty garage that originally served as a mechanic shop, and more recently HQ for a local fuel company. The gorgeous updates they made to the building transport their customers with a light and uplifting mood that is matched by the donuts themselves.

our approach

We worked with the founders to develop a mouth-watering identity, that conveys the brand’s personality, the quality of their food, and honors the building’s original history, all while appealing to locals, weekenders, and tourists alike.

The iconic identity centers around a custom winged superhero “M” icon. We paired the icon with a scrumptious and optimistic color palette, and bold, timeless typography. We were inspired by superhero emblems, Americana, and vintage signage.

Be the hero of your own story, and a grab a mighty (delicious) donut the next time you’re upstate!