Calgary coffeehouse mainstay Phil & Sebastian was launching a donut brand and they needed a name and a visual identity as delicious as the product. We started with the name Hoopla; good times and a bit of mischief. From there we created a custom typeface; vibrant quarter and half circles in colours that conjure donut flavours like Mango Toasted Coconut, Passion Fruit and Raspberry Rose. The Hoopla team had initially intended to start with a soft launch, but the city-wide fervour resulted in around the clock line-ups, social media frenzy, and their team of bakers working 24 hour shifts. The eye-catching boxes quickly became the go-to accessory for the suit and tie crew, launching sales beyond the projected target by more than five times. In fact, donut demand was so high Hoopla expedited their expansion plan, launching their two additional locations early.
Integrated advertisement created by Daughter Creative, Canada for Hoopla Donuts, within the category: Food.