Hannah Lynch has tapped into a very prominent difficulty when trying to market and brand dessert products: the guilt that comes with eating them, but Numnut Donuts is different. Instead of describing any health benefits of the food, the marketing tactic taken is to celebrate the indulgence of eating.
Sayings such as "treat yo' self" and "stay hungry, stay foolish" are just two examples of how the branding supports consumer's decisions to treat themselves every now and then. One of the best sayings is on a large bag: "no shame baby," it reads, making people feel better about eating a donut that is not the best for your health.
Lynch also uses bright colors on the packaging design to give the look a fun and funky aesthetic.
Shameless Donut Packaging
Numnut Donuts by Hannah Lynch Celebrates Indulgence
Trend Themes
1. Guilt-free Indulgence - Embracing the guilt associated with indulgent desserts and promoting them as a treat without shame.
2. Celebrating Indulgence - Leveraging marketing tactics that celebrate and encourage consumers to indulge in dessert products with no regrets.
3. Playful Packaging Design - Using vibrant colors and a fun aesthetic in donut packaging to enhance the overall consumer experience.
Industry Implications
1. Food and Beverage - Opportunity for dessert brands and restaurants to reposition their products as guilt-free indulgences that consumers can enjoy.
2. Marketing and Advertising - Opportunity for marketers and advertisers to develop campaigns that promote the celebration of indulgence and the idea of treating oneself.
3. Packaging and Design - Opportunity for packaging designers to create playful and eye-catching designs for dessert products that evoke positive emotions and encourage engagement.