Drizzl'd at Moonee Ponds
Melbourne, 2021
Sweet dreams are made of these.
Bringing back good times, great friends, and the art of the decadent dessert, DRIZZL’D shares the showmanship that goes into making the perfect doughnut ball. Imparting a sophisticated and refined twist to this traditional favourite, every item on our menu has been dreamt up to ignite sweet memories and is made before your eyes.
All design works are done as part of BrandWorks and Minded Studio team.
Delicious desserts and warm comforts were the natural way of life for founder Reece Arboleda. Leading a very busy life, Reece discovered a love for the dough and the joy that comes from indulging in a sweet treat well deserved. Each filled with fond memories of long market queues that promised hot, New York-style doughnuts, the siren call for something sweet and a fear of missing out on good times became the catalyst behind DRIZZL’D.
We were engaged to bring Reece's vision to life. Part nostalgia mixed in with a super clean-cut aesthetic, the brand identity pays homage to a time when things were simple, less frantic with memories to last a lifetime. The identity was inspired by their philosophy “Yeah, you deserve it” - where anyone could look forward to treating themselves, giving a pat on the back and having a good time. Pastel blues, pinkish terracottas and crisp white informed the signature plaid pattern to elevate the retro vibes, with the brandmark taking a cue from signwriting slogans and shopfronts from the past.
The counter-top dressed in the signature plaid welcomes patrons into the store. Featuring oversized tiles in the brand colours, chocolate fountains on tap and the double-ZZ logo stencilled on the floor, the takeaway feeling is a throwback to good times. A nine-tile grid lightbox was commissioned to showcase the brand’s story with three oversized ball doughnuts completing the grid.
Reimagining the magic that brings sweet dreams to life, the menu respects the doughnut’s simple beginnings while dialling it up a notch. Part indulgence, part nostalgia, and 100% a time to dig in and have fun, DRIZZL’D takes a stand for well-deserved desserts.
