The second idea this was for me was to bring a modern and retro look into the company and my idea goes as follows. This company is based out of LA, in the idea to attract a newer generation to enjoy this donut market and the enviornment as well, I wanted to give it a hip look. The issue is, LA is known as a very self concious town and people already know that donuts are unhealthy which is a large turn off to the demographic in LA. In order to make it a popular joint I wanted to join it with something trendy and hip. So I went with a retro hip look thats easy to understand that looks cool yet old fashioned and combines functionality along with resturant. People are using Instagram but also buying the highest mobile technology avaliable to the public. Our generation is destroying image quality for a "retro" look not for an omage to the old, but because it's ironic and funky to do. You're adding a photofilter to your digital camera for a vintage look, but not because you're wishing you lived in the 70s and you're paying tribute to it. It's because it's avalible to to create a "hiptro" look with anything you want. Make it funky, make it fun, but also make it easy to use functionally and play to your demographic in the LA area.