Fractured Prune, Coming Soon

Strange sign seen near the UXWeek hotel in D.C. Fractured Prune is a strange name for a donut shop (I mean shoppe). Their website explains how they named the chain after Prunella Shriek, a female athlete (sometimes injured) and landowner from the 1800s. But more interesting (as if the story of Prunella isn’t jaw-dropping in and of itself) is that “Here’s the fun part — you pick the toppings, glazes and sugars for your donuts!” from choices such as

honey, banana, chocolate, maple, strawberry, raspberry, peanut butter, mocha, mint, cherry, lemon, orange, blueberry, mixed berry, caramel
rainbow sprinkles, chocolate sprinkles, coconut, peanuts, Oreo cookie, mini chocolate chips, graham cracker crumbs
powdered, granulated, cinnamon/sugar

and resulting in a wild array of interesting combinations:
Peppermint Patty
Mint / Mini Chips

Blueberry Hill
Blueberry / Powdered Sugar

Trail Mix
Banana / Nuts / Coconut / Jimmies

Who knew? I just saw a strange logo and an old deli being torn down. Looks like an interesting version of a familiar product, with customization as an easy but powerful tool for reinvention. I would bet it’s a pretty fun experience, too.


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