Dairy Queen — briannalaurice.com

SENIOR DESIGNER & ART DIRECTOR

Let’s modernize the DQ brand in an authentic way that celebrates both food and treats while staying true to the quality, nostalgia and moments of joy that guests have always loved.

Dairy Queen – Uncomplicated Happy

Dairy Queen has always been about smiles and stories—a nostalgic brand rooted in childhood memories. To grow their fanbase and compete in today's quick-service market, DQ needed a strategic rebrand focused on simple, everyday joy. The goal: transform from a nostalgic treat destination into a modern QSR leader that celebrates life's moments with both craveable food and beloved treats.

The Blizzard Logo

The redesigned Blizzard logo strikes a careful balance between honoring its nostalgic heritage and embracing modern design sensibilities. By preserving the trademark elements that longtime fans cherish, the new design evokes fond memories for Dairy Queen's current customer base while creating an inviting entry point for new generations to discover the brand.

The Packaging – Like opening a gift

Modern graphic shapes inspired by DQ's iconic food and treats create a vibrant gift wrap inspired pattern system. Designed to capture the excitement of unwrapping a present, the packaging transforms every order into a moment of anticipation and delight - reinforcing the idea that every DQ experience feels like discovering something special.

Color Palette – The psychology behind color

The core colors red, blue and teal play a powerful psychological role in shaping Dairy Queen’s brand identity. Red brings energy, excitement and appetite -perfect for a fast-paced, food and treat-focused brand. Blue conveys trust, reliability and a sense of coolness, reinforcing the brand’s long-standing legacy and its signature frozen offerings. Teal blends the calming qualities of blue with a hint of youthful freshness and creativity, giving the brand a modern edge.

Together, these colors create a dynamic, inviting visual identity that appeals to both nostalgia and contemporary tastes - just like Dairy Queen itself.