Brand Identity & Merchandising
At the heart of Boston’s identity sits a bold, badge-style brand mark that captures a sense of heritage, warmth, and fun. Inspired by vintage Americana, the logo features 1950’s vibe typography, with a doughnut icon replacing the “O” - a playful touch that instantly says who we are and what we do.
The result? A brand that feels nostalgic yet fresh, authentic yet joyful, perfectly embodying Boston’s mission to spread happiness, one doughnut at a time. Whether on pack, on shelf, or at point of sale, the new look invites everyone to indulge with a smile.
Our team, known for creating distinctive brand voices, found this project to be a copywriter’s playground. The strapline 'Choose Your Happy' came naturally—a simple expression of the feel-good experience that Boston’s Doughnuts deliver with every bite.
Attention-Grabbing, Grab & Go Merchandise
Boston’s Doughnuts retail merchandising offers boxed and loose doughnuts on countertop and free-standing display units, each designed to tempt customers at every touchpoint.
Our creative approach ensures Boston’s stands out in all environments, and across all applications, from packaging to point of sale. Boston’s colour palette provides a sweet backdrop to showcase each doughnut in all its mouthwatering glory, with a flexible approach that enables bespoke designs to celebrate each product range.
The result is a visually cohesive, high-impact merchandising system that grabs attention, drives impulse purchases, and makes every Boston's Doughnut moment memorable.
The Icing on the Doughnut
Since its launch, the rebranding has garnered attention at key industry trade shows, creating exciting momentum in the convenience food sector. With eye-catching display options designed to showcase Boston’s Doughnuts in various settings—such as travel hubs, sports venues, family attractions, and universities—consumers are experiencing a delightful treat. With doughnuts flying off the shelves and glowing testimonials coming in, it’s a joyful success story for Boston’s Doughnuts.
If you’re looking to add some happy to your food-to-go offer, the smiley people at Country Choice would love to hear from you.