More Than Just Donuts
Dunkin’ Donuts CASE
Background
For more than 50 years, Dunkin’ Donuts and Baskin-Robbins have been part of the daily rituals of American life with 12,000 points of distribution. The overarching company, Dunkin’ Brands, goes beyond fast food to deliver “Quick Quality” – a better experience and the kind of hospitality that harkens back to a simpler, more authentic time.
Challenge
Internally, the brand’s expression was being pulled in several conflicting directions, based on no less than four competing brand guidelines documents. Externally, the franchisee market had matured dramatically. In the past, prospective investors were individuals interested in one or two stores. Now, investors were more likely to be investment groups with significantly more to invest. Dunkin’ Brands was not just competing with other franchises, like Subway or Quiznos, but alternative investment opportunities, such as real estate and hedge funds.
Solution
After trademarking the term Quick Quality™, Protobrand began a thorough audit of the many disjointed design systems operating within the organization. One common look and feel was created to provide a consistent brand presentation, including updated color palettes, lock-ups, typography, and the corporate logo. This uniformity in design was fully described in an official Brand Style Guidelines document that was universally adopted by employees, partners, and franchisees, to ensure cohesion across all materials.
Background
For more than 50 years, Dunkin’ Donuts and Baskin-Robbins have been part of the daily rituals of American life with 12,000 points of distribution. The overarching company, Dunkin’ Brands, goes beyond fast food to deliver “Quick Quality” – a better experience and the kind of hospitality that harkens back to a simpler, more authentic time.
Challenge
Internally, the brand’s expression was being pulled in several conflicting directions, based on no less than four competing brand guidelines documents. Externally, the franchisee market had matured dramatically. In the past, prospective investors were individuals interested in one or two stores. Now, investors were more likely to be investment groups with significantly more to invest. Dunkin’ Brands was not just competing with other franchises, like Subway or Quiznos, but alternative investment opportunities, such as real estate and hedge funds.
Solution
After trademarking the term Quick Quality™, Protobrand began a thorough audit of the many disjointed design systems operating within the organization. One common look and feel was created to provide a consistent brand presentation, including updated color palettes, lock-ups, typography, and the corporate logo. This uniformity in design was fully described in an official Brand Style Guidelines document that was universally adopted by employees, partners, and franchisees, to ensure cohesion across all materials.
