As mochi donut brand HeyDay was preparing to launch in Portland, Oregon, its founder Lisa Nguyen needed a system of brand identity.
The client wanted the brand to reflect her core value of bringing people together and creating community through delicious food. The identity system we developed portrays a sense of joy with a playful and bright aesthetic that delights and draws people in. Because HeyDay donuts bring a smile to every customer, we included an abstract smile by tipping the “D” on its side. We applied the look to buttons (customer keepsakes), stationery design (complete with bubbly mochi donuts), and iconography that were incorporated into the website.