Dairy Queen
Brand / Social / Packaging
Dairy Queen is a long-standing franchise with loyal fans rooted in nostalgia and treats. The Big Spaceship team set out to polish the DQ legacy to grow the fanbase within the modern QSR market without dismissing its history.
The refreshed DQ can be summed up in a very simple phrase:
Uncomplicated Happy.
Uncomplicated Happy leads to Uncomplicated Design
The mission of DQ is straight forward: bring joy to customers. What better way to communicate this than with a simplistic brand system to match. Cut the excess and get to the meat of the matter: spotlight a delicious meal (or Blizzard Treat) shared with loved ones.
Every visual and verbal facet was considered when reworking the brand, from how DQ appears in media to how storefronts present to customers.
The new brand system is simple with an element of play. Brightened colors to bring the DQ into the modern RGB climate, and versatile shapes that mimic the wares on the table (chicken strips, sauces, fries, Blizzard Treats, etc. etc. etc.).
These patterns and colors had a loose system:
Red for food
Blue for treat
(With exceptions here and there given nobody can celebrate Valentine's without a little red now can they? Even if it's over a Blizzard Treat.)
This called for all new packaging and a rework of the Blizzard Treat logo.
New experiences for the store inside-and-out
Every so often DQ would request crew shirts for their team members to wear and express themselves in-store when working with customers. New delivery packaging and OOH placements greet customers on the streets and at home, bringing the new brand directly to DQ fans everywhere.
A moment to highlight the lifestyle shoots that brought forever favorites and limited edition treats to the grand stage. Heavy lifting content utilized across TVC broadcasts, in-store menus and promotions, and social posts alike.
The new brand demanded photography that was warm and inviting without excessive polish or studio perfect lighting so the moments feel real, evoking the DQ core value of happiness. Every savory and sweet bite must look tantalizing so customers are running to their local DQ location to get a taste. Food and treat so good you might be too selfish to share (good thing they have $7 Meal Deals so food for the whole family won't break the bank).
Other Team Members:
Group Design Director: Cory Galster
ADD: Jackie Dempsey
Senior Designer: Brianna Laurice
Group Creative Director: Christine Gratton
ACD (Art): Jeff Roy
ACD (Copy): Tom Oubre
Art Director: Taylor May
Copywriter: Denise Ackerman
Account VP: Abby Caneda
Account Director: Justine Dacanay
PM: Stephanie Davis
Producer VP: Kristopher Kowal
Strategy Director: Sean Flynn
Social Strategy: Viktor Torbjornsen
Community Manager: Alex Kavege