Previously GreenHouse Foods, we knew the name wasn’t hitting the right beat. That is, it had something more to say… or announce. After some figurative finger tapping, we introduced Drumroll—perfectly offbeat and immediately memorable. It’s an echo of childlike nostalgia when calories didn’t matter, and an invitation into something delightfully unexpected, a modern and timeless treat.
Working closely with the founders, we drummed up an identity that captures the simple joy of eating a perfectly glazed mini donut. Mouth-watering and eye-catching packaging alongside a silky-smooth, chocolatey wordmark help Drumroll live up to the confectionary achievement inside. To help Drumroll’s brand system stand out further, we created a unique POV: an energetic window in which to enter the brand based on—what else?—the underrated donut hole. Framed by this slanted portal, one enters the world of Drumroll: with surprising fisheye photography, surreal art direction that feels like a time warp, and many appetizing reminders that you deserve a little break now and then. Seize the donut!
