Meet the Creative Behind Doughnut Gallery
Get to know Joe Liolos, the multi-passionate and talented creative behind Doughnut Gallery.
Joe Liolos at a sold-out market
Tell me a little about yourself.
I am a native of Buffalo, New York (not too far from Niagara Falls) and I've been in Chicago for 6 years. A lifelong creative, I spent the last decade and a half focusing on acting and comedy, and moved here to further that. After the pandemic put the world on pause, a shift to focus on my other love of cooking happened!
What is your background (education, previous jobs and/or experiences that led you to create)?
I have my BFA in Theatre Performance from Niagara University, a beautiful, small university in Lewiston, NY. To bring home the dough (pun intended) I spent the last decade working in restaurants, bars, and cafes in many different capacities, but mostly front of the house. As someone who is a visual and tactile learner, cooking has always been a passion honed by self-teaching, and observation at all of my jobs. The exploration of flavor has always been my driving focus.
Most recently (and pre-pandemic), I was a craft cocktail bartender at Rogers Park Social. Cocktail creation was a great launching point for experimentation, and over the two years at the bar, I began to take on more of a creative role there coming up with thematic seasonal menu blueprints that my coworkers and I would then explore to create cocktail menus.
Primary Doughnut Gallery Logo by Lettering Works
Secondary Doughnut Gallery Logo by Lettering Works
What led you to start Doughnut Gallery?
Owning my own business has always been a goal of mine, and the pandemic was the pause needed to refocus on that. I knew that I wanted to work with my hands - with food and drink - and to build something focusing on creativity and collaboration. Doughnuts seemed like a perfect canvas to experiment with flavors. And my incredibly supportive neighborhood of Rogers Park seems to have a strong demand for them!
I want to create an inclusive business that focuses on collaboration with other artists, and food creatives. Being the change that I want to see in the world and industry is better than just talking about it.
What do you think is most interesting or unique about making doughnuts?
Honestly, the most interesting thing that I have found so far is how flavor tends to disappear in the dough itself after it is fried. This is generally why the dough itself is the same across the different flavors, and the glaze and/or toppings are what convey the majority of the flavor.
Aside from that learning experience, yeast-raised dough is just fascinating. IT'S ALIVE, and you have to take care of it. Food speaks to you in different ways depending on what it is, and its been fun to learn how to listen to it to create a high-quality product.
What are some of your short/long term goals?
A short term goal is to figure out how to expand production, and start offering my doughbois regularly. Utilizing shared kitchen space this far north has proved to be a challenge, so investigating various vacant storefront space is a second avenue that I am exploring.
In terms of long term goals, I eventually want to obtain a liquor license after a couple years of operation, and explore the concept of an evening-run doughnut shop that pairs cocktails with sweet and savory doughnut dishes.
A half dozen of art-inspired doughnuts created by Lettering Works serve as brand assets
If you could create the perfect half-dozen of doughnuts, what would their flavor combinations be?
An idea that I have had is to create a tea-inspired menu that creates doughnuts with various global expressions of tea. Think Moroccan mint, Thai tea, matcha, earl grey vanilla, southern sweet tea, and a super cool native American tea called Yaupon. Fun fact: Yaupon is the only caffeinated plant native to North America. The flavor can best be described as a cross between mint and green tea, with some smokiness.
Doughnut Gallery Color Palette
How would you describe the process of working with Lettering Works to establish your branding? What did you enjoy most?
Clever creativity, collaboration, and generosity would be the best way that I could describe it. Working with me to find an affordable solution at this stage in my business, while still being excited to explore this concept of food as art was my favorite part of working with Lettering Works. Seeing all of the progression between drafts always got me excited!
Doughnut Gallery Brand Pattern by Lettering Works
How do you feel about your new logo?
My new logo blends creativity with precision, and quality with accessibility. A high-quality product can convey inaccessibility if marketed improperly, and I think the visual products created will aid in making the brand seem positive and welcoming as opposed to only being accessible to people with deep pockets.
Why do you think artists and small business owners should invest in branding their arts business?
Creative people are creative in their chosen area of focus, not all forms of art and creativity. As a business owner, I am learning that it will be more valuable in the long run if you don't try to do EVERYTHING yourself, and outsource some aspects of business to people who focus on what you need done. I would rather be a master of doughnuts, than a jack of all trades and a master of none.
