The Underground Donut Tour is a joyous and whimsical adventure; it’s a walking food tour just for doughnuts. Operating in five countries, the tour had come a long way from its humble beginnings as a one-man operation, but its branding hadn’t. So, I overhauled the brand and created a visual identity that communicates all the delight and child-like wonder that doughnuts bring, complete with bespoke typeface, marketing materials, collectable city badge designs, and comprehensive brand guidelines.