Abel enters a new era as Krispy Kreme ANZ hands over creative
Krispy Kreme has appointed Abel to lead its local brand creative, and in recognition, the consultancy has redesigned its logo.
Abel will focus on continuing Krispy Kreme’s iconic branding and creative approach across Australia and New Zealand.
Abel has redesigned its logo in celebration of the win
Simon Fowler, co-founder and creative director at Abel, said: “We couldn’t be more excited to being a new era for Abel. This new visual system brings out the best of Abel’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world that demands brand distinctiveness.
“The meticulous combination of negative space and geometric precision effortlessly communicates our enigmatic brand essence. The design cleverly embraces a minimalist aesthetic while subtly referencing the iconic Krispy Kreme brand.
“Lastly, the design is a doughnut, so hats off to the design department on this one.”
Kirsty Angus, client partner and head of operations at Abel, added: “In all seriousness, everyone at Krispy Kreme is an absolute joy to work with, we’re humbled to be in partnership with such an iconic brand and be given the opportunity to add our creative thinking into the mix.”
As a trans-Tasman offering, Abel said it is in an ideal position to oversee both markets.
Krispy Kreme ANZ’s head of marketing, Aimee Cutajar, said: “We are excited to work with Abel to add a joyful new dimension to our iconic and much-loved Krispy Kreme brand.
“The Abel team really took the time to understand us from the get-go – they asked the right questions and came back with some brilliant creative that we can’t wait to see come to life.”
Abel will work on the Krispy Kreme brand alongside Sling & Stone, which was appointed its agency of record in February, and Present Company.
To celebrate the partnership, the first three people to get in touch via the Abel website will have a box of Krispy Kreme delivered to them.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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