Deliverables: Brand Identity & Promo Video

Good & Gone Cronuts is a bold, unapologetic bakery built around one thing: cronuts. That irresistible mix of croissant and donut that threatens your diet and puts your New Year's resolutions at risk.

The brand was created for the Kittl x Contra Challenge, where the brief was to produce a scroll-stopping video using Kittl's latest video feature. I used it as an opportunity to design a full brand identity and bring it to life through a product commercial.

I started by defining the creative direction and building a visual system to support it. The brand needed to feel daring and confident, the kind of identity that makes you want to try the product before you've even finished watching.

The visual decisions came next. A vibrant colour palette chosen to contrast the cronut toppings and a bold, confident typeface from the Kittl font library.

For the commercial, a clear focus on what makes cronuts so irresistible: the ooze, the crunch, the layers, that moment when you pull one apart and everything spills out. One visual element runs consistently throughout: a hand with long yellow nails and rings that is present in every key moment.

With the creative direction settled, I moved on to generating the key frames that would form the base of each video clip, using the Nana Banana Pro model. Every image had one job: make you hungry. A zoom out from the cronut topping as the opening hook, the slow tearing of the cronut in half with chocolate filling oozing out, the reveal of those layers inherited from the croissant, and then the crunchhh.

Using Kittl Flows and the Veo 3.1 model, I brought each image to life as a 4-second clip, which I later lightly edited using external tools.

The result is a flavour-packed, mouth-watering product ad that makes you want to drop everything and Google the closest bakery that sells cronuts.

The Good & Gone Cronuts product commercial won the 2nd place prize of the Kittl Challenge in March 2025.