Rolling Donuts
Passion Project Overview
In the heart of California, where innovation and sustainability go hand in hand, a new culinary movement is taking shape—one that combines creativity, compassion, and a whole lot of flavor. Meet Rolling Donuts the first-ever innovative vegan donut food truck in the Golden State.
A sweet ride that’s more than just a truck; it’s a mission on wheels. It all started in the family kitchen, where the founders—a mother and her two daughters who were dedicated to the plant based lifestyle—dreamed of a world where everyone could enjoy donuts without the butter, eggs, or dairy.
They wanted to share their family recipe, perfected over the years, to create donuts that weren’t just plant-based, but also forward-thinking. And they didn’t just want to make a healthy donut; they wanted a donut that was so indulgent, so unexpected, that even non-vegans would be hooked from the first bite.
They wanted to bring their creations directly to the people, to make it easy for anyone to experience the magic of a vegan donut. So, they took to the streets in a vibrant, eye-catching food truck that would become a symbol of the brand.
As the truck rolls through the sun-soaked streets of California, it carries with it more than just donuts; it carries a message: that sustainable, plant-based eating can be as fun and as flavorful as any other food movement.
Love donuts, love animals, love the planet!
Strategy Overview
The project began with creating a strategy framework which included the following:
Mission: To bring handcrafted, plant-based donuts to California, proving that sustainability and indulgence go hand in hand. Our mission is to make plant-based eating accessible, fun, and delicious for everyone.
Vision: To redefine on-the-go indulgence, making irresistable plant-based donuts accessible while championing sustainability, compassion, and creativity.
Audience: Eco-Gourmet Evan is our target audience persona. He is an urban dweller in California who has a passion for sustainability and gourmet food. Evan is always on the lookout for unique culinary trends that don’t compromise on taste or his commitment to the environment.
Unique Positioning: Rolling Donuts is unique in being the first all vegan donut food truck. They offer innovative guilt-free indulgence that’s kind to your taste buds, the plant and animals.
Personality: Rolling Donuts brand aligns with both the caregiver and creative personality type. Characteristics highlighted include playful, conscious, welcoming and authentic.
Visual Identity
Logo Design
The logo features the brand’s vibrant primary colors, creating a fun and approachable look. The food truck’s outline is designed with clean, distinct lines, allowing the round, bouncy primary font to stand out.
The whimsical, donut-shaped wheels add a lighthearted touch, with a pop of pink reinforcing the donut motif. A friendly, handwritten font reflects the brand’s commitment to freshly made donuts, while a bold, customized typeface ensures clarity.
A playful twist on the letter “P,” transformed into a leaf pattern is a subtle nod to the plant-based lifestyle.
For versatility, a secondary logo wordmark has been included along with submark.
