Donut Papi

Donut Papi is fast becoming a Sydney institution. As a growing business with a dedicated following, Donut Papi came to us for a brand review and spruce up to take their business forward.


Rebranding & Strategy 
Creative Direction 
Copy Writing
Website Design & Development  
Photography Art Direction

Escape to your 
sweetest fantasy.

Welcome to the fantastical world of Papi; it’s a cheeky landscape of cartoonish Asian aesthetics complemented with a subtle and nostalgic Australian lens. It’s Jeff Koons in sugar meets Keith Haring–esque cartoons. It’s art that’s laced with sugar.

Our brand audit and strategy process identified the elements of Donut Papi’s existing personality, TOV and brand assets that were working well. We identified a central TOV and personality, and a core narrative for the business.
The re-branded identity and branding system includes a suite of new and old devices to help Donut Papi express more, engage more, and manage the day-to-day tasks of social media more easily. The result positions the business for a dynamic future that keeps it fresh, free, and playful.
Activation through Digital, Print, and Campaigns:
The brand system works like scaffolding; a flexible visual language that transports us into a blurred House of Papi. Cartoons come to life through GIFs, while Instagram filters and frames enable UGC. A new set of brand merch and a new website complements this transition and shows how the system comes together.

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We acknowledge the traditional custodians of the land where we live and work, the Gadigal People of the Eora Nation, and we pay our respect to their Elders, past and present.