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.
01
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
02
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.
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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, a metaphor for creative growth. A place for discovery, beauty, and wild creativity.
Hi! I’m Daniel — a Swiss army knife for art direction, design, and illustration. Believe it or not, but Floresta is largely a one-person operation.
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.
Frequently Asked Questions
What's your rate? Do you have a project minimum?
Floresta bills per scope. Minimum engagements start at just under $2,500. Website projects start at $5,000, but most hover between $7,000 to $10,000.
Who will be working on my project?
Floresta is a one-person studio and Daniel is the head designer on every project. We don't outsource our design work.
You get a direct line to the person executing your vision, with no "account managers", "success managers", or other words for middle-men.
For work outside of Floresta's expertise, we refer you to other talented professionals.
What's the usual turnaround?
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Most clients are onboarded the same week and start receiving deliverables the following week. Most website projects are completed within 4 to 6 weeks.
What's your process?
- Discovery: You tell us about your project on a call, and we talk how we might tackle it. If we're both feeling it, we send you a proposal the following day or two.
- Onboarding: Once details are locked in, you share assets with us while we do a deep dive on you, your industry, and your competition. This culminates in a kick-off call.
- The fun part: We design, you review, and we call it done once we're both happy.
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