Dunkin’ Donuts Prototype

Various Locations

Location

Pawtucket, Rhode Island
Euclid, Ohio

Client

Dunkin’ Brands, Inc.

Program

1,850 SF national prototype integrating new graphics package and branding elements

Challenge

Update Dunkin’s identity to compete in a national market expansion based on Dunkin’s message of fresh, fast and affordable coffee and baked goods. Complement the expanded, innovative menu with a more efficient store design and logo graphics.

Solution

The new concept creates a contemporary roadside design with a not-too-upscale yet friendly ambiance that everyone can enjoy. A significant new design identity introduces a coffee color palette and is loosely based on Dunkin’s original image from the 1950’s.

Result

Earns high marks from loyal customers, with average guest check up 5.4.

Awards

Finalist, Notable, 2007

ReBrand100

Publications

ID Magazine
June 2007
“Counter Culture”

Visual Merchandising & Store Design
September 2007
“Dollars to Donuts”

Wall Street Journal
April 2006
“Dunkin’ Donuts Tries to go Upscale, But Not Too Far”

Boston Globe
June 2006
“Dunkin’ plots national push”

Crain’s Cleveland Business
February 2006
“Dunkin’ Donuts to unveil prototype”

Providence Journal
December 2005
“In Pawtucket, pursuing the lunch crowd with cafe appearance, more on the menu”