Longboys

Longboys is a new venture by two top London patisserie chefs: a doughnut-eclair hybrid, a twist on the old American longjohn doughnut style. Unlike all their competitors, these doughnuts are LONG not ROUND. Longboys take their food seriously, but not themselves. A doughnut with a smile is where they’re at.

So, we’ve created a world where everything is elongated. From the custom type of the logo, to the ‘Longboy’ character — illustrated by Natasha Vermeulen — and his sidekicks. Breaking traditional category norms associated with high-end patisserie {fussy, earnest}  or mass-market {rustic, casual}, Longboys is bold and fresh, using colour and attitude to differentiate.

Best Awards 2019: Awarded Silver: Small Brand Identity.