We worked for weeks to explore naming ideas: What clever, interesting, or fun label could we attach to this place? We took into account other local businesses, the history of the building itself, Mid-South culture & colloquialisms, industry competitors, and ownability & uniqueness, among many other considerations.
Here are are some—of the many, many—concepts that we knocked around in the process…Obviously some turned out to be more viable than others…But that’s all part of the process.
Other names that we batted around were Dō, Mondō, DoughMinion, Dough Nation, and simply Donuts in the Square. Brainstorming slogans was also alot of fun: “Donuts Fo Sho“, “Do or Donut/There is no try“, “Donut go gentle into that good night“, “Donuts Sho Nuff“, etc…
After a long naming process, we began developing a series of unique branding ideas for the café—they ranged from modern to vintage to just plain fun. Our aim was to find the right direction for the overall branding, that would match the interior designers’ vision of a bright, lively store in an old mid-century building.