Shail Ramoutar

The New Faces of Dairy Queen

A contemporary-retro, nostalgic re-brand of Dairy Queen intended to create a place where all generations can come in and feel welcomed and happy.

“I have always been mesmerized by fast food branding since I was a kid, I thought it was cool how all the packaging was different yet so similar and how well thought out and cohesive everything was. Therefore, I decided to use this opportunity to pick a fast food with weak branding and give it a new coat of paint!Using the skills I developed during my time at OCAD, I have created a Contemporary-Retro brand identity for Dairy Queen with the intent to bring together customers of every generation to create positive, long-lasting, tasty memories together. The main areas I focused on are the logo, creating an asset that will help DQ be identifiable from the rest of the competition (Fiery & Frosty), the packaging and adding new engaging ways to interact with the restaurant, like the loyalty cards.You can learn more about my process by looking at the pdf linked above.”