Spec Work - Brand Design

Word Tonic, a collective for Gen-Z copywriters, put up a creative brief to conceptualise a brand from scratch. The brief was as follows:

1) Create a brand name for a vegan doughnut brand that specialises in chocolate-flavoured doughnuts.

2) Choose a tone of voice for the brand

3) Write up some fictionalised website copy for the brand's 'about page' on their website

Brand Name: Out of the Dark

TOV: Fun, cheeky and a little bit weird (Similar to Flora's Plant Butter campaign)

About Us Copy:

We've found vegan doughnuts to be a bit...grounded in their ideas. Dull, heavy and always using dark chocolate. We couldn't get that sweet fix we've been craving so we took matters into our own hands!

From the depths of space, we've schemed, calculated and devised delicious doughnuts that give you your chocolate fix. Light, fluffy and dairy-free, we have an infinite range of treats for you to indulge in. (OK, not infinite but we have to keep the space theme going.)

Created by two Sailor Moon nerds, we're here to give you a range of galactic treats that are fun, tasty and vegan. So, are you ready to Come out of the Dark with us?

I went back to the trusty pen and paper with this one, as it's an important part of my writing process (and a messy one)

Having worked in a chocolate shop I remembered that the majority of vegan chocolate is dark chocolate, and my vegan colleague used to complain about the limited range. That's what sparked the USP for this brand: Chocolate doughnuts that use more than just dark chocolate.

I played around with the idea of darkness and space was the idea that stuck with me the most (absolutely nothing to do with my rewatch of Sailor Moon). Playing with space puns and language was a fun element of this brand design challenge and its playfulness is something that could resonate with customers.