Marklinica created the entire brand design and packaging for Today Donuts, a vibrant fast-moving consumer goods (FMCG) confectionery project designed to make donuts instantly pop on the shelf, with each flavor’s character reflected at first glance.
In a confectionery department where hundreds of snack brands compete for a few inches of visual attention, Today Donuts faced a dual challenge. How to make a classic product feel fresh and vibrant in a fast-moving consumer goods (FMCG) context, and how to clearly showcase flavor differences while maintaining brand integrity across the range.
Most donut packaging relies on generic photorealism or overly cutesy motifs that get lost among the competition. Today Donuts needed a distinctive presence and instant recognition that felt joyful yet retail-savvy.
The art direction leans towards playful boldness without losing control. Rich colours give each flavour its own individuality, while a repeating radial system creates a recognisable brand rhythm across the range. The typography remains expressive yet retail-friendly, ensuring the flavor name stands as a confident voice on the shelf.
The overall aesthetic is in line with the realities of fast-moving consumer goods (FMCG), such as clarity, hierarchy, and immediate impact, while providing an emotional freshness that is more reminiscent of a donut sold in a convenience store than a regular snack.
The result is a packaging system that doesn’t sit still on the shelf. It grabs attention. Today Donuts is positioned not as just another sweet snack, but as a vibrant, modern fast-moving consumer goods (FMCG) brand with strong taste recognition and visual distinctiveness.
By combining functional clarity with a joyful narrative, Marklinica has created a product that immediately touches shoppers and remains in their memory long after the moment of purchase.
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