DUNKIN’ After Dark
The Challenge: Most of DUNKIN'S business occurs during the early morning or mid-day. How can we encourage customers to come into a DUNKIN' location after 6 pm?
The Solution: Create a new set of menu items and packaging that would be offered beginning at 6 pm and run nightly for DUNKIN' locations. Items that might have previously been on the menu such as flatbreads, unique and new coffees, teas, and smoothies would be offered, as well as a new variety of pastries and even some dessert pastries. The menu would move away from the traditional breakfast items, and create a different experience for visitors after 6 pm. The shift in packaging to a later point in the day would help draw attention to consumers with a new set of colors, and a modified logo. The logo shift would translate to every part of DUNKIN’s identity.
Logo changes for the 6pm shift. The logo throughout the day would eventually shift to the nigh variation. Once Dunkin’ reopened in the morning the logo would shift back to the normal orange color. Color choices were made to keep Dunkin’s current colors while extending it to a deeper purple.
