Dough Club Revolution's Irresistible Take On The Delicious Grub
by Chloe Gordon on 08/04/2022 | 3 Minute Read
Blending Saudi culture and disruptive hip-hop and pop culture vibes, SLAPS Creative designed the branding and packaging for Dough Club. The fast-casual restaurant is young and disruptive, but the friendly "dough ball" mascot keeps the branding light and playful. In addition to the illustrated mascot, the packaging features lovely typography and a subtly retro aesthetic. Everyone loves dough, and Dough Club's design aesthetic makes the delicious grub even more irresistible.
Dough Club is a community of like-minded individuals and tastemakers that are all bonded through the love for one ingredient. From coffee to pastries to amazing Roman-style pizza. Dough Club helps you get your daily dough fix and gets you going to kickstart your day.
The idea around Dough Club was to build a club-like feeling. It's focused on a fast-casual environment integrated with a membership program. With this club feeling, we want people to enjoy a fun and creative atmosphere, a restaurant that is more than just a place to eat.
As the restaurant is an all-day concept, it was important to create an identity that fit morning, day, and night. By switching between beige and black shades of colors, we could achieve that feeling.
We knew that creating a mascot for the brand would also be important to tie together the whole club concept. We wanted to come up with something simple yet catchy, so what better way to visualize the brand's vibe than by staying true to its core business: dough. We devised a series of characters, aka "dough balls," which can be easily modified to different scenarios. These characters communicate what the brand is about easily and playfully, staying true to the dough club feeling.
For the art direction, we really wanted to bring in parts of pop culture and hiphop, while keeping the classic Saudi culture as a core part of the brand. Basically, our purpose was to create a cool clash between the best of both worlds. A young disruptive feeling which stays authentic and true to the brand.
- Branding: SLAPS