We’ve all been there. We all remember pulling off the to the side of the road on a family road trip and getting some food to hold us over while we continue the journey. We remember the ice cream. The Blizzards. We remember when we were young enough, our palates could still tolerate mediocre chicken strips and steak fingers. But, then Dairy Queen started finding it’s way into the urban environments, people weren’t so sure it had the same appeal as it once did. When nostalgia stopped working, we took a stab at revamping their look in an oversaturated market of chicken strips and burgers.
While this work only saw a sliver of the light of day for a few months, I am proud of where it could have gone had our client shared our more progressive vision for the brand.