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Case study

DÖN

A döner brand built on the turn

Döner takes its name from the Turkish verb dönmek, to turn. DÖN is a visual identity for a Helsinki döner shop built on that one idea, so the same movement carries through the mark, the packaging and the shopfront. The brief was a symbol that reads instantly on a paper bag and still holds as a neon sign above the counter.

Client
DÖN Oy, Helsinki
Role
Graphic & Visual Designer
Industry
Food and beverage, quick service
Scope
Logo, brand identity, packaging, signage
Turnaround time
One week
Tools
Illustrator
Case study cover: the DÖN logo, a döner spit drawn as curved stacked layers above the wordmark and the tagline The Better Döner, on deep red, with the role, client, timeline and tools for the project The logo concept explained beside a hand holding a döner wrap in branded paper: the mark combines the rotating motion of the vertical spit with the layered slices of meat The DÖN mark rendered as a red neon sign on the back wall of a warmly lit döner restaurant, above the counter and hanging lanterns The DÖN logo at full size in deep red on white: the stacked spit symbol, the wordmark with the dot of the O set inside the curve, and the tagline The Better Döner Typography and colour: Avenir Next shown as an alphabet and numeral specimen, beside the two brand colours, Deep Red A41E23 and Warm Cream F5E8DA, with their hex values Takeaway packaging in cream and deep red: coffee cups, a fries box, a wrapped döner, a bowl with lid and a carrier bag, all carrying the striped pattern and the logo Staff uniform and street signage: the logo printed large on the back of a cream t-shirt, a red cap and apron, and an A-frame pavement board reading The Better Döner, fresh ingredients, bold flavors, every day
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Project overview

DÖN is a visual identity for a döner shop in Helsinki, covering the logo, the type and colour system, takeaway packaging, staff uniform and in-store signage. It was designed and delivered in one week.

The idea behind the mark

The DÖN logo combines two essential elements of döner culture: the rotating motion of the vertical spit, and the layered slices of meat. The name döner comes from the Turkish verb dönmek, meaning to turn or to rotate, and that idea of movement became the foundation of the symbol. The flowing, curved layers represent both the rotation of the spit and the individual slices, so the result is a simple, distinctive mark that connects the name, the product and the movement behind it in one visual identity.

Typography

Avenir Next was selected as the primary typeface. Its clean geometric forms and balanced proportions complement the organic curves of the logo, creating a visual balance between modern simplicity and the handcrafted character of the brand. It is used consistently across the tagline, brand communication and supporting applications.

Colour

The palette is two colours: Deep Red at A41E23 and Warm Cream at F5E8DA. The red brings energy, appetite and a strong presence to the brand, while the cream softens the overall palette and adds warmth and approachability.

Applications

The identity runs across takeaway packaging, with cups, wraps, bowls, fries boxes and carrier bags carrying the mark and a striped pattern drawn from it; across the staff uniform of t-shirt, cap and apron; and across the street. A neon version of the symbol sits above the counter, and an A-frame board outside carries the tagline, The Better Döner.

Open to design roles in the Helsinki region

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