In my Letterforms II class, my professor read us a limerick written entirely in nonsensical words. (Oh art school.) Our task was to pick one of the words that appealed to us and write it lots of different ways with lots of different materials. Doogles jived with me so I pursued it.
Once we had a word mark nailed down, we applied it to a package. My mark was playful and the word seems goofy and friendly. I decided to make it a cereal brand. Who wouldn't want a bowl of Doogles in the morning?