Refreshed Logo for Doughnuts & Deadlifts
Doughnuts & Deadlifts is a lifestyle and apparel brand that believes moderated indulgence isn’t incompatible with health, fitness, and strength.
Project Overview
Summary
Doughnuts & Deadlifts had been dormant for more than a year, but followers were still hungry for it. Under new ownership, they wanted to come roaring back. To modernize their look, we refreshed their logo with a full suite of variants, designed and built new email flows, and helped craft their announcement post and email. DNDL came back, and tastier than ever.
Services
Challenges
How do you refresh a brand without losing its original essence?
Can a suite of logo variants cover a variety of use-cases while still being consistent?
What makes and engaging and well-performing email flow?
Additional Credits
Strategy
The Doughnuts & Deadlifts logo was already well-established and liked by their audience. The first objective was to modernize it, but keep it instantly recognizable. From the new logo, we then extract variations that the brand can use for different contexts.
While they didn’t need an entire rebrand, the new logo and design materials reinforced their voice — playful, colorful, and welcoming.
Method
The secondary objectives were to create an announcement post and redesign their email flows with the new look. Like many lifestyle brands, DNDL’s look is heavily dependent on photography, so design only takes center stage when needed.
Our design approach was playful and loose. We sprinkled elements that spilled outside the content, slightly rounded or warped text around images, and rarely stuck to a grid.
With the designs approved, we built the emails directly in Klaviyo. All DNDL’s team had to do was plug them into their flows.
Post-launch, we collaborated again to launch new products with their new look.
Response
About Floresta
Floresta
Flow • rest • ah
noun
The Portuguese word for forest. Not just a collection of trees, but a living, biodiverse system. To us, it’s a metaphor for creative growth. A place for discovery, beauty, and wild creativity.
Believe it or not, but Floresta is largely a one-person operation.
Hi! I’m Daniel — a Swiss army knife for art direction, design, and illustration. I've had the pleasure to work on a variety of brands spanning more than a dozen industries and ranged from global conglomerates to local businesses.
I personally handle every project, and you get a direct line to the person executing your vision.
Floresta's secret sauce is an extensive network of other talented creatives who step in when additional skills or heavier lifting is needed. We handle the hiring, budget, and project management.
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