with a name like Joosie Sweets it was especially important that we included donuts sprinkled (pun intended) all throughout the visual identity, after all Jess wanted to make it clear to the world she was a Donut Lady not just a "sweets" Lady. the biggest challenge was "how can we make it stand out from other donut shops while still including a donut in the name". to do this we heavily leaned in to the 70s phychedelic vibe. including dripping icing on the bottom to illusrate the "joosieness" and 70s inspired typography intergrated into the donut spelling out the company name; all in a simplified manor to keep a modern aesthetic.