Day & Night like to refer themselves as a “guilty pleasure” corner. Their knowledge and love for doughnuts, cakes and milkshakes combined with their unrivaled sense of humor made us want to create a brand that is true to their personality.

Based on the popular american dinner from back in the 1940s, the brand was created with the purpose of making you truly enjoy your “sweet dreams” regardless of the hour you choose to do so.

We also wanted to create a brand that communicates a fun, cool and relaxing vibe, a brand that doesn’t take itself to serious but still maintains it’s professionalism and reliability. When building the messaging our aim was to make the products feel like living things, thus we created catchphrases that make you believe that the sweets are truly alive (below are just some examples of these headlines).