Allen Creative company logo in purple text

Boston’s Doughnuts Brand Identity & Merchandising

Our rebrand for Boston’s Doughnuts is sprinkling happiness wherever it goes. Designed for the launch of a new range of ‘hand-topped’ and ‘thaw and serve’ doughnuts, it‘s delivering smiles all round.

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 colourful doughnut icon replacing the “O” - a playful touch that instantly says who we are and what we do.
TESTIMONIAL
“The Boston brand has been extremely well received across the business and is widely regarded as one of our standout performers. It resonates strongly with our target audience and continues to drive sales growth in a highly competitive market.”
Imogen Adams, Marketing Executive, Country Choice

Creative Inspiration

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. The result is a visually cohesive, high-impact merchandising system that grabs attention, drives impulse purchases, and makes every Boston's Doughnut moment memorable.

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 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.
TESTIMONIAL
“Michelle is professional, creative, and easy to work with. She took the time to understand our vision and translated our brief into an exciting and fresh brand. Communication was smooth, tight deadlines were respected, and the whole process felt collaborative. The final result exceeded our expectations, we now have a brand that feels memorable, exciting and on-trend.”
Imogen Adams, Marketing Executive, Country Choice
Boxed assorted doughnuts with colourful packaging

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.

TESTIMONIAL
“The response from both retailers and consumers has been overwhelmingly positive. Our retail partners have highlighted the product’s strong in-store presence, with feedback indicating the brand has a key role in attracting customers and driving sales.”
Imogen Adams, Marketing Executive, Country Choice

Positive Partnerships

If you’re a marketer looking for a supportive, friendly team to help create a playful new brand for your next project, we’d love to talk it through with you.

And if you’re looking to bring a little more joy to your food-to-go offer, the smiley people at Country Choice would be very happy to hear from you.

Country Choice - Boston's