Donutέλα is a family retail business of stores that sell freshly produced donuts. Raw materials of high quality, exclusive selected recipes and value-for money yummy products are the main characteristics of the business. The branding of Donutέλα, was thus based on accentuating the values of quality and authenticity in all applications. A little girl was created in order to act as a symbol for the brand, offering a friendly, personalized approach. The branding of the stores follows this approach both via the environmental graphics as well as through the materials and colors in use, creating a warm and welcoming environment.