A while back, when we got approached by a business with a new doughnut shop concept, we got excited. We threw names around (from cutesy and contrived to artsy and alternative), risked our waistlines in the name of research, and debated about whether the colour palette should be evocative of crispy fried dough… or maybe high-end sugar glaze…?

We’re pleased to say that after a few months of deliberation (and a bit more sticky, sugary research) Hoops opened to the public last week to a fantastic reception! It’s so encouraging to see what can be achieved when a client takes an identity and really runs with it – there’s nothing more pleasing than an idea that’s simple yet effective (and, y’know, delicious).

We wish Jim Dale and the team the best of luck with the newly-launched store in Banbury – watch this space for a Hoops near you!