SLODOCO Logo Design and Brand Identity

A complete rebrand of one of the Central Coast’s favorite businesses. Logo Design and Brand Identity to help establish the brand’s personality and scalability.


Design and develop a brand that connects with the cult following of our client and rallies them closer together while reaching new customers far and wide.

Creative Solution

A brand identity—logo, collateral—that speaks to bold personality of our client and provides a “North Star” for their business’ tribe to support and feel a belonging to as they wave their community’s banner for all to see.

SLODOCO Logo Design - San Luis Obispo
SLODOCO Logo Design - San Luis Obispo

The Client

As seen on BuzzFeed & Insider, San Luis Obispo’s SLODOCO is one of the most beloved brands among Cal Poly students and Central Coast dwellers alike. Formerly known as San Luis Obispo Donut Company, the brand has evolved to just “SLODOCO” thanks to the contemporary catalysts of their cult-like following.

The Strategy

When the owners of SLODOCO first approached us, we loved their vision for the business. The brand itself holds a lot of value and we needed to refine and redirect those energies into a stronger brand identity that will “catch” all of the attention and press they commonly receive. The strategy here is to develop a brand that is scalable, yet also rallies together the tribe they have built over time. We want there to be a pride with the brand that current fans can share with new fans. With this in mind, we also want the brand to be able to naturally evolve and allow its audience to evolve with them. The identity and logo design needed to not only be contemporary, but also unique and founded in their awesome history.

SLODOCO Logo Design - San Luis Obispo
SLODOCO Logo Design - San Luis Obispo

The Design

This brand identity, evolved to aesthetically best portray this famous coffee and doughnut shop as not only the business that it is, but the lifestyle that they envelope and cultivate.

The design needed to be scalable and relatable. We also wanted our client to not be just “known” for doughnuts, but become fully integrated with the lifestyle of their following. This design became a mark, an icon that can breed more depth to the brand and be more than just doughnuts. This allows the brand to grow in an extremely healthy manner that grants the business the ability to become more dynamic in services, offerings, products, etc. This logo design turned a business into a brand by not only being strategic, but having elements to it that represent the local San Luis Obispo region and has a hidden “donut” tied in with the rising sun to help the history of the brand to never be forgotten.

SLODOCO Logo Design - San Luis Obispo
SLODOCO Logo Design - San Luis Obispo


Brand identity, logo design, and marketing materials for San Luis Obispo’s SLODOCO. We developed a brand identity that resonates with the strong following but allows the brand to grow and expand.

ClientSLODOCOServicesBrand Identity and Logo Design, Marketing MaterialsYear2017

Graphic Design Paso Robles

1244 Pine Street., Suite #223
Paso Robles, CA 93446
P 805 400 3177


Paso Robles Chamber of Commerce Newman Creative Studios

San Luis Obispo Chamber of Commerce Newman Creative Studios