OPPORTUNITY.
Carvin's Mini Donuts needed a brand identity that could carry a neighborhood donut shop from a name on a storefront to a fully realized presence. They needed one that felt distinct to Harlem, stood out on a crowded block, and gave the shop a consistent look from signage to the box a customer walks away with.

IMPACT.
I commissioned and art directed an illustrator to develop the shop's signature mark — a donut wearing a tie — working through rounds of concepts until we landed on a version I knew the client would love. I also visited the shop myself while it was still being built out ahead of opening day and shot the original photography of every donut on the menu, images that went on to anchor the website, the onscreen menu board visuals, and the printed menu. Beyond the mark and the photography, I led the full brand identity, menu design, signage, packaging, and website, giving Carvin's a cohesive presence from the storefront to checkout.

ROLE.
Creative Direction · Brand Identity · Illustration Direction · Menu Design · Packaging Design · Signage Design · Website Design (UX/UI) · Product Photography