Overview
In 1948, William Rosenberg opened Open Kettle, a restaurant selling donuts and coffee in Quincy, Massachusetts. By 1950, the restaurant was renamed Dunkin Donuts which was an idea for the restaurant after his experiences selling food in factories and at construction sites, where donuts and coffee were the two most popular items.The restaurant was successful, and Rosenberg sold franchises of Dunkin' Donuts to others starting in 1955. Today, they proudly serve over 5 million guests a day in 33 countries around the globe.
Objective
Dunkin Donuts would benefit greatly if their logo and visual identity were updated to a keep up with Starbucks and other competitors. This rebrand would rely on being modern and clean to attract a younger crowd while still maintaining the atmosphere that older generations have come to known and love.
