Crafting a logo for a new premium Dunkin' concept in Seoul.
BR Korea commissioned me to design a custom lettered logo for Dunkin' Wonders, a premium new concept for their flagship store in Seoul. The goal was custom lettering that felt both fun and premium, with the ability to stand on its own as a logotype, yet remain visually connected to the thicker letterforms and overall aesthetic of the Dunkin' logo when used together. From past experience working on the logo for Flitsmeister Dash, I know that visual cohesion is a challenge.
After reviewing the brief, the design process started with a rough, quick sketch to establish the general line-work, followed by a detailed outline sketch that I scanned and traced digitally. During the digital phase, I made a few minor typography revisions, generally tweaking letter placement, angles, line-work errors, and optimising curves. The most noticeable optical changes were a more pronounced top-right loop on the "S," and cutting off the underline.
Below is a great visual example of how the final Dunkin' Wonders logo works together with the Dunkin' logo, but also how it is able to stand on its own.
As a cherry on the cake, the Dunkin' Wonders branding concept went on to win a Red Dot Design Award.
