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Not all donuts come out
Sara Cudemo
Not all donuts come out with a hole 🍩
It's an Italian saying: "Non tutte le ciambelle escono con il buco."
It means not everything turns out as planned.
And sometimes that's exactly what needs to happen.
I presented this new identity.
Every detail intentional.
I so was proud.
Then silence.
"We love it. BUT..."
That BUT was the turning point.
They realized something I hadn't seen. It looked polished. It felt modern. But it didn't feel like them.
And, they were right.
I had given them what they asked for, not what they needed.
So we restarted.
Still, I loved this brand identity so much that it felt wrong not to share it.
Key lesson: great branding is being willing to let go of what you like and finding what actually works.
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Posted Feb 9, 2026
Not all donuts come out with a hole 🍩 It's an Italian saying: "Non tutte le ciambelle escono con il buco." It means not everything turns out as planned. A...
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