OCD is an acronym that ironically stands for “The Guilty One”. That is the name of this Donut Shop in south of Brazil, city of Porto Alegre. There’s a lot of pressure on eating sweet treats these days. And the donut is one of the most iconic pastry desert of all times. Our brand narrative points out the fun of avoiding paranoia when it comes to food. We built a sarcastic and fun brand universe. One that can bring fun and joy to the act of being loose on the diet.

Go ahead. Enjoy. Guilty free. We are the ones to blame.


Visual Identity
Art Direction


Artur Cunha
Eduardo Brandalise
Pantera Prod.

As if the name was not enough, the packaging reassure who’s the guilty one