Pawtucket, Rhode Island
Dunkin’ Brands, Inc.
1,850 SF national prototype integrating new graphics package and branding elements
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.
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.
Earns high marks from loyal customers, with average guest check up 5.4.
Finalist, Notable, 2007
Visual Merchandising & Store Design
“Dollars to Donuts”
Wall Street Journal
“Dunkin’ Donuts Tries to go Upscale, But Not Too Far”
“Dunkin’ plots national push”
Crain’s Cleveland Business
“Dunkin’ Donuts to unveil prototype”
“In Pawtucket, pursuing the lunch crowd with cafe appearance, more on the menu”