The Happy Choice

Marklinica designed the complete branding and packaging for Today Donuts, a vibrant FMCG confectionery project created to make donuts pop instantly on the shelf while clearly telling each flavor’s personality at a glance.

In the highly crowded confectionery aisle, where hundreds of snack brands compete for a few inches of visual attention, Today Donuts faced a twin problem. How to make a classic product feel fresh and energetic in an FMCG context, and how to clearly signal flavor differentiation while keeping the brand cohesive across the range. Most donut packaging leans on generic photo realism or overly cute motifs that get lost among competitors. What Today Donuts needed was distinct presence and instant recognition that feels joyful but retail smart.

Marklinica’s solution was a bold visual language built around high contrast radial patterns, playful typography, and flavor forward color codes. Each flavor carries its own distinctive palette, allowing shoppers to read the variant instantly without sacrificing the unity of the brand. The radial graphics do more than decorate the pack. They mirror the swirl and movement of the donut itself, turning form into metaphor and making the packaging communicate taste and energy at the same time. Combined with expressive type and confident composition, the design transforms the pack into a joyful statement rather than a simple container.

The art direction leans into playful boldness without losing control. Saturated colors give each flavor its personality while the repeating radial system creates a recognizable brand rhythm across the entire range. Typography remains expressive but retail clear, ensuring the flavor name stands as a confident voice on the shelf. The overall aesthetic respects FMCG realities such as clarity, hierarchy, and instant impact while introducing an emotional freshness that feels closer to a boutique donut experience than a conventional snack product.

The result is a packaging system that does not sit quietly on the shelf. It commands attention. Today Donuts is positioned not as another sweet snack but as a vibrant, modern FMCG brand with strong flavor recognition and visual distinction. By merging functional clarity with joyful storytelling, Marklinica created a product presence that connects with shoppers immediately and stays in memory long after the moment of purchase.