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Numnut Donuts by Hannah Lynch Celebrates Indulgence

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.