Hanna Sköld & Sara Knipström Rebrand Dunkin’ for Sweden

Dunkin’ Donuts has been part of Massachusetts since 1950; it only reached Sweden in 2014. That sixty-four-year gap is the whole premise of this project by Hanna Sköld and Sara Knipström, who set out to update the brand’s identity and packaging so it could settle into Scandinavia without surrendering the recognition the company had spent six decades earning.

Their answer is a return to basics: bright colour-blocking, geometric shapes and a simplified wordmark, applied across carrier boxes in pink, white, yellow and blue. It is a self-initiated brief and reads like one in the best possible way — unburdened by committee, it nudges the brand away from the fast-food counter and toward something closer to a modern café, and makes the case that Dunkin’s real asset was always the palette, not the logo.

See the full project: Behance.