i think i found that ’saying’ i was looking for… i went to krispy kreme last night and up on the big ol’ sign -
‘warm memories are waiting inside.’
im having trouble developing more concepts for krispy kreme.
i’ve been thinkng maybe i could find a strong doughnut statement/saying that would inspire/pull some ideas together.
some phrases from their website:
-it’s pumpkin season
-celebrate halloween with krispy kreme jack-o-lanterns. avaliable now until october 31st.
-thinking halloween? think krispy kreme
-don’t let life get stale. keep it fresh. think krispy kreme.
-next time you’re feeling a litte glazed over. come over for a little galzed. think about it. think krispy kreme.
-doughnuts & coffee since 1937
-hot krispy kreme orginal glazed now
-when the hot lights is on, we are making hot original glazed doughnuts!
-0 grams TRANS FAT!
PER SERVING
100% Delicious!
0grams TRANS FAT DOUGHNUTS
-WARM UP WITH OUR SIGNATURE COFFEES!
-Friends of Krispy Kreme
-Fresh. Hot. Now.
-Krispy Kreme is about yesterday today & tomorrow
-our stores are familiar gathering places for friends
-its all about kids
-big signs & bright lights
-the hot doughnut experience
also, Krispy Kreme usually opts to ‘let the product speak for itself’ (using a word-of-mouth campaign, rather than use paid advertising) but in 2006 it seems that they started using ads in TV, print, and radio. here are some commercials from the [2007] Think Krispy Kreme ad campaign:
hottie
glazed over
power play
this was the promotion i was talking about on friday. it’s from last summer for Sweet Pete’s Bike Shop in Toronto.
the shop placed promotional stickers in the shape of kids heads on the side mirrors of cars in order to create the illusion that the kids were riding their bikes directly behind the vehicle. i thought the execution of this campaign was very strong in the way that the stickers combined the cause of bicyclist safety with catching the drivers’ attention. it really tugs on the heart strings. a very clever public service/self promotion idea.
working on concepts for a promotional product for krispy kreme. brain constipation : (
hmmm. descriptors = fresh. friendly. retro.
20 … + … night [hot] light. doughnut friend [via trish]. case. container. lip gloss. sunglasses. mini delivery truck doughnut ‘candy’ dispenser. balloon. package. empty box mailer. coupon. hat. fold out book. dime store comic. giant doughtnut. doughnut stress reliever. brain. doughnut region. tire cover. vinyl stickers. scratch n sniff. sniff. the infinity doughnut. coffee lid. rotary phone. lunch tin. radio. perfume. deck out inside of subway car like a retro diner + people in 40s attire + cute girsls/guys handing out doughnuts. cops. coffee & doughnuts. mug. cup…
don’t just slap krispe kreme on there… has to BE k.k….
some k.k brand research…. ‘it may be past but it’s not over’ | ‘kelloggs, mcdonalds and krispy kreme named and shamed’ | ‘krispy kreme kaves – launches ad campaign’ | Fast Food Maven | krispy kreme hope to heat up sales with ice cream | mMMmmMmmmm…DONUTS …
some neat advertising/promo blogs…. marketing alternatif . adverblog . i believe in adv. ads of the world.
random silly doughnut give away = the emergency doughnut [aka the anti-ticket doughnut]
update [101608]. inspiration!: found a picture of a mug that i thought was pretty neat. you put your cookies in the bottom of it so you don’t need a plate. what if the form was softer and a dougnut could fit? if you used it as a coffee mug, the coffee would keep the doughnut warm.
maybe. maybe it needs to be more insulated though. maybe hide it. make it not so obvious that there’s a doughnut there. make it more retro too.
update [101908]. i can’t stop thinking about this idea. i don’t know if it’s actually ‘good’ for this project or not but i feel like it does and it’s the one that gets me. and most of my other concepts were pretty gimicky. i want to explore this more.
a fresh cup of coffee. a friendly combination (coffee-doughnut) & behavior (warming). a retro form.
thinking.
success…
positve associations: warmth. comfort. nostalgia. family. friends.
… [-a =obesity]
continuity across basically all of their products. soft & round [ they're all doughnuts! ] hot - warm – sticky - chewy - doughnuts.
their signature product, the original glazed (secret recipe since 1937), is differentiated from the competition in its warm, chewy yumminess (compared to the dried cake ‘donut’ ). they also seem to appeal more to the relax | family rather than the get your coffee and go guy.
in addition to the emotional attachment to this ‘comfort food,’ krispy kreme also creates an intereactive experience through the ‘factory store.’
they have the neon ’hot now’ light sign, too; which when flashing, customers can get a free [ original glazed ] doughnut. the fact that you sorta have to know about this makes you kinda feel like an ‘insider.’ clehvah. clever. krispy kreme.
?
found concepts…
i thought this was a nice rendering but very unrealistic. especially form-wise. the structure would not hold. and i also don’t see apple doing an easel, at least not in this fashion. the key-board is supposed to be used as protection during transport but the form doesn’t really read that way. and it’s supposed to stay in place using a combination of “magnets and notches” but i don’t think apple would do something so complicated. if it was complex, they would totally make it more intuitive.
.
the iPod wordmark on the back needs to go and then the logo centered. the front proportions seem a little awkward, like it was just surgically removed from an ipod. maybe make the the border slighty wider and smoothen the transition from the front face to the sides.
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