Domino Sugar is slowly expanding their portfolio to include more baking products, creating the perfect time to rebrand and seek a new audience. Witty copy and hip, retro patterns are designed to appeal to equally hip 20- and 30-somethings that craft, knit, and build things themselves.

Keeping with the strategy of the of faux-hip-retro, the typography looks to appliances of the ’50s. The design looks to Googie architecture (think: Jetsons) and Streamline Moderne movements. The “o” was drawn from a selection of 1950s oven knobs.