Imagining a new world of doughnuts

Bon Glaze Doughnuts restaurant branding

Husband and wife team had a decadent dream: Create an upscale doughnut experience. They traveled the globe finding the best recipes for their doughnut brand and when they felt they had curated the world’s best, they called on Vigor to make it a reality.


Atlanta, Georgia

Year Completed


Team Size

Vigor 3 / Client 2


Brand Strategy, Concept Development, Narrative, Naming, Brand Architecture, Identity Design, Menu Systems, Uniforming, Interior Design, Wayfinding/Signage, Packaging, Brand Activation, Art Direction, Web Development

Glazing new trails

A wave of gourmet doughnuts was well underway when the team approached us. Some strong local names had established themselves as favorites which meant that we were behind the eight ball.

“Glaze” was the original name and the concept was sound. However, the name wasn’t legally available, nor did it start a story about the brand’s roots.


We found that the family’s roots could be traced to France, a country well known for confections. A natural correlation between those roots and the brand’s passion for decadent, experimental doughnut concoctions fell into place and informed the brand starting with the name.

Bon Glaze was created by the Vigor team as a way to keep the beloved “glaze” name, while adding the nod to French roots in a simple, poignant way. “Bon” means good, and can serve as a common greeting as in Bonjour.

The experimental ideal helped guide the design elements which features patches of patterns that imply variety and creativity. These pattern patches became a uniquely identifiable graphic system that tied the various brand touch points together perfectly. Colorful, berry-inspired color palettes elevated the brand to a more luxury feel when compared to the competing brands in market.

A jovial, playful tone of voice was introduced to the identity in the form of short, quippy one-liners meant to evoke smiles. These quips were strategically placed throughout the brand in unexpected places to create maximum effect.

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