Super Heroic Doughnut Carton Marks Brand's First-Ever Packaging Departure
Krispy Kreme had four firsts with its packaging celebrating National Superhero Day.
Krispy Kreme recently celebrated National Superhero Day (April 28) with special comic-inspired packaging by advertising agency Baldwin&. The package is illustrated by Marc Laming, who has worked for Marvel, DC Comics, Fleetway, Dark Horse, Dynamite and other publishers. The SuperHero carton is Krispy Kreme’s first-ever carton to: disregard the brand’s corporate design identity standards; open from the left (comic-book style), not top; tweak offer copy (“Costumes not required. Just super encouraged.”); and alter the Krispy Kreme initials logo into a set of caped and masked Ks. On the big day, customers received a free second one-dozen box of Original Glazed doughnuts with the first dozen purchased. www.baldwinand.com