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Extraordinary Rituals Out-of-the-Box Packaging Hospitality

A neon sign that lights up when the doughnuts are hot

Krispy Kreme · Hospitality

Most bakeries post opening hours. Krispy Kreme switches on a red neon “Hot Now” sign while fresh Original Glazed come off the line.

Krispy Kreme's lit Hot Now sign above fresh Original Glazed doughnuts on the production line. — Image: Krispy Kreme

The branding lesson

At Krispy Kreme, a red neon “Hot Now” sign in the shop window switches on while fresh Original Glazed doughnuts are coming off the line. The Krispy Kreme app alerts fans when a nearby shop’s Hot Light is on, and some shops hand a free hot glazed to anyone who walks in while it glows.

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Credits and sources

Brand: Krispy Kreme · Visit Krispy Kreme
Image: Krispy Kreme
Industry: Hospitality

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