Searching for the perfect mix of high-end donut ingredients, flavour, and presentation, Hoopla Donuts refused to settle for anything less. Lovingly crafted by real-life people, Hoopla is bringing the humble donut to delicious new heights.

The six letters in Hoopla's name represent a half-dozen donuts. The shapes in the logo — quarters and halves of a circle — are symbolic donut slices. If you've ever shared a donut in the confines of polite office culture you'll know the pain of halving one with a dull butter knife.

Inspiration for much of Hoopla's look comes from mod textiles and fashions of the 1960s, back when airlines and fashion lines alike were unafraid to make things a bit more colourful. Bold patterns and a gooey, melting motif set in fluorescent Pantones results in a radioactively bright box you can spot a mile away.