The Impact of a Donut: Brammibal’s First Sustainability Report
Brammibal’s isn’t just making some of Berlin’s best vegan donuts – they’re also on a mission to build a more sustainable business from the ground up. As a plant-based company committed to fairness along their entire supply chain, they’ve long put values at the center. But in 2023, they wanted to take that a step further: publish their first voluntary sustainability report and show the world that it’s possible to run a values-driven company that doesn’t compromise on impact or ambition.
From mapping their carbon footprint to pursuing B Corp certification, Brammibal’s wanted to turn big-picture thinking into something tangible. That’s where we came in.
Project Overview
Client: Brammibal’s Donuts GmbH
On behalf of: NEW STANDARD.S
My role: Project Lead, Strategist & Copywriter
Timeline: January – October 2023
My Role
I led the project from kickoff to final publication – bringing strategic direction, structure, and storytelling into what could have easily been “just another report.” My key responsibilities included:
Facilitating an initial alignment workshop with the leadership team
Leading stakeholder interviews and internal research
Translating complex sustainability topics into engaging, consumer-friendly language
Developing the concept and narrative for the report
What We Created
We started by introducing Brammibal’s to the Doughnut Economy framework – a fitting metaphor for a donut company trying to balance social and environmental impact. From there, we mapped out material topics and defined what sustainability truly means for them. Using the GRI Standards, we created a structure for the report that could stand up to industry expectations but still feel personal and accessible.
Our approach was collaborative and inclusive. We conducted a digital materiality survey and followed up with one-on-one interviews across departments. We spoke with suppliers, partners, and team members to map Brammibal’s real-world impact – from ingredients sourcing to employee well-being.
The result was a clear, inviting sustainability report that’s data-driven and fact-well-rounded in substance but easy to read – tailored not for industry insiders, but for the people who eat, work at, and believe in Brammibal’s.
The Impact (So Far)
One of the most valuable outcomes was internal: the team now has a better grasp of what data matters, how to track it, and what it takes to make meaningful changes over time. We helped Brammibal’s set ambitious sustainability goals and offered support in identifying realistic, actionable steps to get there.
The report was published in September 2023 – a first step toward transparency and accountability. However, due to internal constraints, the team decided not to continue with annual reporting in the short term.
What We Learned
The Doughnut Economy model was the perfect tool to explain concepts like double materiality in a down-to-earth way – especially for a donut brand.
We underestimated how much internal time and resources it would take for a first-timer to prepare a GRI-compliant report. That’s something we’d now address much more explicitly in future projects.
Our original goal was to create a print version of the report to reach customers directly in Brammibal’s stores. Unfortunately, the print budget was pulled, and the report was published online only – which limited the broader public impact we’d hoped to have.
What’s Next
Even without a follow-up report on the immediate horizon, the groundwork has been laid. Brammibal’s now has the tools, insights, and structure to keep building on their sustainability journey – and a report that reflects both who they are and where they’re going.
Team
Sophie Apel – Sustainability Analyst
Julien David Hoffmann – Art Direction & Design
Tracie Kęndziora – Copyediting