ABEL unveils logo redesign in recognition of new creative partnership with Krispy Kreme AU

ABEL unveils logo redesign in recognition of new creative partnership with Krispy Kreme AU

As part of its ever-expanding list of partners ABEL is excited to have been appointed by Krispy Kreme to lead its local brand creative and has recognised this historic moment with a logo redesign.


Says Simon Fowler, ABEL: “We couldn’t be more excited to begin 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 dept on this one.”

The partnership will focus on continuing Krispy Kreme’s world-famous branding and creative approach for the local market across Australia and New Zealand. ABEL will be working as part of an agency team which includes Sling & Stone PR and Present Company.

Says Kirsty Angus, ABEL: “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.”

Says Aimee Cutajar, head of marketing, Krispy Kreme ANZ: “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.”

Home to the world-famous Original Glazed doughnut, the first Krispy Kreme to launch outside of North America was in Australia in 2003, with New Zealand following in 2018 – a footprint which extends to over 40 shops across both countries. With ABEL being established as a trans-Tasman creative offering it puts them in an ideal position to oversee both markets.

As a brand founded on generosity and joy, and an agency founded on getting an audience to read every word below the headline, the first three people to get in touch via the ABEL website will have a box of Krispy Kreme delivered to them.