Doughnut Euro Series is the name of our latest project, which was an exciting opportunity for us to work closely together on designing products with the Doughnut Official team and its exceptional professionals based in Hong Kong. Reason enough for us to showcase you even more insights about this unique collaboration — welcome to our editorial case study!

There is one tremendously-special thing when it comes to the relationship between a brand and its distributor: a common collaboration. Not only in the sense of a precise business relationship, but also in working together on a project at the same eye level. And that is exactly what we did. Mosaic teamed up with Doughnut’s headquarter in Hong Kong to work closely on a capsule of backpacks. This is what led us to creating the Euro Series — a capsule of color ways that have been originally invented as an exclusive line for our markets, but quickly became the favorite items of many customers. 

The approach was focusing on the strongest key silhouettes from the large range of genuine Doughnut products, that is why including the hero products Macaroon, Christopher and Colorado were an initial no-brainer (luckily it was a non-negotiable for both sides). What we as a distribution were hoping for was creating a very sellable, bright palette of strong colors (especially the two tone combinations). The key target was about designing combinations that are vivid and visually very appealing to customers, but in the same moment with a timeless and shockingly-solid aesthetic.

Inspirational gathering —

United expertise for best results

For the design process, we reached out to our long-term business partner and good friend Christian ”Captain Cracker“ Roth. The artist is well-know for his design expertise, especially after founding his very own brand MOB Skateboards for which he did the art direction for 20 years plus. His first drafts were already what we’ve been looking for, so after a bit of tweaking with the materials we dialed in the palette of color ways — a satisfying moment for everyone involved.

Doughnut’s Hong Kong team took over and managed the whole production and all focused on many great details for this series. When the first samples arrived, we immediately started our in-house production for all the assets that can be seen above. We teamed up with our befriended talent Dilara Kaya, who managed to represent the Euro vibes perfectly and shot the whole campaign in one day, due to everyone being motivated and hyped to see the output. Peep the video below for the output.

Final words —

A collaborative conclusion

The Euro Series is a sophisticated statement about a modern perception of color combinations and finding the perfect balance between moderat and unbelievably poppy. An homage to the diversity of European cities that manage to combine both contrasts so well. We are more than thrilled about the opportunity to execute this special project and we’re absolutely hyped on the final results. We would like to thank Doughnut Official for their trust, as well as every helping hand who made this capsule come to life.