Calgary coffeehouse mainstay Phil & Sebastian was launching a donut brand and they needed a name and a visual identity as delicious as the product.
We started with the name Hoopla; good times and a bit of mischief.
From there we created a custom typeface; vibrant quarter and half circles in colours that conjure donut flavours like Mango Toasted Coconut, Passion Fruit and Raspberry Rose.
The Hoopla team had initially intended to start with a soft launch, but the city-wide fervour resulted in around the clock line-ups, social media frenzy, and their team of bakers working 24 hour shifts.
In fact, donut demand was so high Hoopla expedited their expansion plan, launching their two additional locations early.

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