We developed the full concept, naming and branding for an underground donut shop in San Pedro Garza Garcia, Mx. We immediately fell in love with their donuts and knew we had to create something very special around the concept. We decided to keep their underground essence, by turning it into a Secret Society. Inspired by secret societies, masonic logics, and the Illuminati Order we created a playful yet mysterious graphic language.

 

"I hereby declare to keep the secret alive"