Drumstick had drifted into 90s nostalgia and needed an energy boost. We built out a design system and created a modern voice to bring the brand back to prominence in a connected era. Nostalgia meets playful, modern personality.
We set rules for the Drumstick logo, type, color, gradient, and motion, built web components and page patterns, set social archetypes with short-copy templates, defined e-comm PDP layout, clarified offer language, and set merchandise and photography direction to keep the brand quirky, desirable, and unified. Below is a glimpse at how the 69-page brand system came to life.
CD/CW: Tom Sabiel
Design: Edgar Gallardo