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Krispy Kreme Redesigns Its Coffee Cup, Ditches Well-Known Logo, Signature Green
By Dorothy Tan, 13 Jul 2017
When a brand has a visual identity that is widely recognizable, it would typically not want to mess with it too much—however, donut-maker Krispy Kreme seems to have done a complete branding overhaul for its new coffee cup.
The redesign of the coffee cup is prompted by the company’s desire to “re-introduce [its] coffee beverage platform to consumers”—having reformulated its coffee to go perfectly with its donuts, it wanted to move away from its signature green and famous logo so that customers would know that its coffee is “new and different”.
Taking inspiration from the brand’s 80-year heritage, the new cup features a donut-shaped image that shows part of the Krispy Kreme’s iconic wordmark on the front and a large print of the year 1937 on the side—most strikingly, the cap and most of the design elements on the cup are rendered in a warm red.
Scroll down for more images of Krispy Kreme’s new coffee cup—do you find it refreshing, or do you prefer the old familiar green cup?
[via Brand New]
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