Longboys Doughnuts

Longboys is a venture by two top London patisserie chefs: a doughnut-eclair hybrid, a twist on the old American Long John doughnut style.

Unlike the brand's competitors, these doughnuts are long, not round. And so I created a world where everything is elongated, from the custom type of the logo to the 'Longboy' character. The brand breaks traditional category norms associated with high-end patisserie (fussy, earnest) or mass-market products (rustic, casual).

Longboys is bold and fresh, using colour and attitude to differentiate itself. Copy developed as part of the branding is attitudinal and tongue-in-cheek: “Not ‘round here”, “Less dense, more long”. Longboys takes flavour seriously, but not themselves. A doughnut with a smile is where they’re at.

Longboys now has four outlets across London, an online store, and is stocked in many high-end retailers and boutiques, such as Selfridges and Harrods.