When envisioning the concept of Doughzen, we discussed the target audience and goals of the brand: a casual, clean, and modern place that invites people who prioritize experiences that bring them joy and peace through affordable, quality croissants.

With that in mind, we highlighted these key aspects, using a mostly warm, neutral color palette to bring out casualness and comfort, rounded and curved accents for an organic and relaxing feel, and a mono typeface that is simple, transparent, and can speak on the quality of each croissant.