Doner 42

The idea of creating a network of digital doners appeared in the fall of 2020. Doner in Russia has gone culturally along the same path as fast food in general: from of railway station tents in the 2000s to being reborn into a trendy place now.

It is just a format for the modern "Doner42". It's fast, safe, tasty, affordable and convenient. It's about energy, inner rebellion and freedom. A product for those who feel young.

Doner 42 project was scheduled to start and finish within a month. In order to meet these deadlines, we moved in 4 sprints.

We had to create a visual concept for the brand and, based on it, work out a sign, packaging, drink labels, branded bags, uniforms and media for online platforms and social networks.

The project team liked the idea of a lightning bolt in the logo with numbers 42. The design stood out among the “noise”, was, as they say, on-the-brief, was perfectly readable and conveyed the concept of the new brand as much as possible. To enhance the dynamism of the static logo, we added a signature slope that grew out of the lightning bolt.

We took into account that Doner42 was planned as an international brand. Therefore, the logo should look equally good in English and in Russian.

It turned out unique and simple, easy to remember. The logo communicates “nostalgia” for student times, emotional connection with food that cannot be confused with anything, hedonistic enjoyment of a simple, understandable product.

To support the concept, interesting furniture was added in the interior, as if it had arrived from a Star Wars spaceship, Night City neon street lighting from the future, as well as bright accents that look like bursts of lightning tearing apart the space. The sign was made in the style of futurism, where luminous streams, burning rays, and light coexist.

It was important to put the energy, dynamics not only in the symbols of the logo, but also in color scheme. At the same time Doner42 had to differ from its competitors, be understandable and energetic. We went through a large number of different combinations: from neon to discreet colors, traditional for the category of cafes, restaurants and fast food.

We were looking for a color that could look brighter than the main market players and at the same time be about charge and pure energy. We settled on yellow, which is associated with the crispy crust of freshly baked pita bread and baked goods in general. It allowed us to stand out against the general background of red, orange, brown, beige colors and patterns. In addition, they chose accent graphite, which also added contrast and associations with the depth and infinity of space.

An interesting fact is connected with the combination of yellow and graphite. We developed the identity in the fall of 2020 and predicted the color trend for 2021. Each year, Pantone chooses a shade or combination as its primary color for the next 12 months. In 2021, there were just yellow and gray. The client, having learned about this, noticed a direct hit in the market trends.

We follow how Doner42 lives and actively develops. Every month, there is an increase in revenue indicators due to the correct alignment of processes, competent positioning, clear digitalization and a memorable logo.