Leveraging Indulgent Branding With Urban Legend

Posted inBranding & Identity Design
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There's a long-standing myth that might actually be factual, that bagels are healthier for you than donuts. And while I'm no nutritionist, nor do I want to give up either bagels or donuts, Urban Legend has brought us new donuts that have 50% less sugar than the traditional sweet treat.

However, even though these donuts are better for you, the branding leads you to believe that they just might taste as good as traditional donuts. Biles Hendry intentionally capitalized on the nostalgic indulgence cues that donuts carry with them, playing into the brand's name of "Urban Legend." Just because something is a more health-conscious option doesn't mean that the branding couldn't reflect a fun, indulgent messaging, and Urban Legend is proof.

Project Credits

Biles Hendry