DONUT FACTORY

Merlin Entertainments’ Thorpe Park existing doughnut offer was deemed to be tired and outdated. Due to doughnut sales being the highest profit margin food offer for Merlin, they were keen to rebrand and redesign the doughnut kiosk to further improve sales.

 

Scope of works included

Brand development / Graphic design / Interior design concepts / Material & Furniture specification / Contractor liaison

 

Background

The existing doughnut kiosk structure had to remain due to planning constraints. Every other aspect of the doughnut offer from a design perspective was able to be reconsidered. We developed several design concepts including a beach hut and mad professor’s lab as well as the ‘Donut Factory’ concept that was chosen by Merlin Entertainments.

 

Result

A fun, colourful and playful corrugated metal structure with bright tubes was developed to reflect the factory aspect. Two large tubes were introduced for the doughnuts to roll out of creating theatre. The new brand identity used a strong typeface with a marquee style signage for maximum standout. Menu’s, posters, packaging and uniforms were created for an overall consistent brand look and feel. The project came in under budget and sales have increased. Merlin now plans to roll out the concept to further site.