DAIRY QUEEN

BRANDING, EDITORIAL

Dairy Queen has been a leader in the fast-food industry since the 1940s, and while they continue to innovate and have fun with new product releases, their visual identity doesn’t necessarily match this spirit. For this reason, the goal of this brand refresh was to create a design system that is consistent with their current messaging and pair with their newer tagline “happy tastes good”.

Although a large part of their audience is children, the challenge was to make this appealing to their parents to drive that main customer segment into stores. Specifically looking to millennials, many of them have a positive memory of Dairy Queen somewhere. So, now that this group is starting to have families of their own, the way to connect them to DQ is through the nostalgia of their own childhood.

BRANDING

Taking inspiration from the history of DQ itself, the new branding takes bits and pieces from their past and marries them with present day to elicit feelings of nostalgia. All the while using a more pastel take on the traditional colours, duotone imagery, playful typography and patterns that compliments their renewed exuberant personality.

MANUAL EDITORIAL

To showcase the renewed brand identity and it’s elements in a playful way, a colourful brand manual was designed. The goal of this document is to inspire and excite DQ’s employees to use and play with the new branding.