This was an idea that hit me one morning when I noticed the design team descend on a dozen donuts. All but one was taken up in the first rush. This led me to feel a strange sort of empathy for the unchosen pastry. If I could give voice to the donut’s insecurities and low self-esteem, I figured I could help us all to be better-informed and more sensitive about how we choose our donuts.
And then I thought this would make for an excellent campaign to boost sales for coffee and donuts. So I wrote and designed this up.
Yes, the donut had a name… and it was “Delicious”.