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Dark doughnuts

By Alex Jordan 28 : 04 : 2015 The Secret Donut Society : Monterrey : José Velázquez

Monterrey – Forget the Freemasons, the Bullingdon Club or even the Illuminati, the only shadowy organisation you want to join this year is Mexico’s The Secret Donut Society.

  • Weird and wonderful concoctions at this underground doughnut shop
  • Branding is inspired by secret societies, Masonic lodges and the Illuminati Order 
The Secret Donut Society by José Velázquez and Ceci Peralta, Monterrey The Secret Donut Society by José Velázquez and Ceci Peralta, Monterrey
The Secret Donut Society by José Velázquez and Ceci Peralta, Monterrey The Secret Donut Society by José Velázquez and Ceci Peralta, Monterrey
The Secret Donut Society by José Velázquez and Ceci Peralta, Monterrey The Secret Donut Society by José Velázquez and Ceci Peralta, Monterrey
The Secret Donut Society by José Velázquez and Ceci Peralta, Monterrey The Secret Donut Society by José Velázquez and Ceci Peralta, Monterrey

The mysterious addition to Calz San Pedro brings a fresh perspective to the sweet treats industry. Branded by designers José Velázquez and Ceci Peralta, The Society’s visual identity plays on its underground status, and evokes our Stamped Goods design direction, borrowing ancient symbols of hidden truths, playfully combined with rolling pins and whisks. Now repeat after me, Secretum Donut Mundi Ordinem.

The Big Picture: The power of magic, myth and conspiracy continues to dominate popular culture. Find out how designers are bringing tales of escapism and fable to life with our Occult Enchantment design direction.

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