HOW DO YOU BRAND DISSONANCE?
ROUSED is a donut shop built on feminist ideals and a mutual hate for the color pink. The only thing "sweet" here are the donuts. Otherwise, watch out. These women mean business and are deeply motivated to achieve gender equality—especially in regards to gender roles.
The challenge for ROUSED was to visualize a state of rebellion and rage. The goal was to create organized chaos in order to evoke the strong emotions associated with the unrest of present day female unequality.