Drumstick
The inside scoop on refreshing a classic.
Nestle’s Drumstick, a once-leading impulse product, was beginning to face fierce competition. Despite its enduring popularity and position as a long-standing, well-loved household favourite – Drumstick was feeling the heat. Our opportunity was to reinstate Drumstick’s place at the top of the ice-cream chain – repositioning them as a trailblazer of the impulse category.
Drumroll please…
In refreshing the Drumstick brand, we needed a big idea – one that would cut-through the competition, simplify the complex, and connect with customers in a whole new way.
So we developed the new brand identity around the concept: ‘Make Your Mark’. Inspired by self expression, unrestricted individuality and all-access creativity – ‘Make Your Mark’ not only established a robust brand positioning for Drumstick, but also injected a much-needed dose of boldness and vibrancy that had been absent in recent years, reinvigorating its appeal.
Celebrating undefinable creativity.
Our design drew inspiration from the one place where creativity has no limits – street art. Bringing in vibrant colours, expressive forms and moments of personalisation – the new look and feel exuded a modern, unapologetic attitude that set Drumstick apart from its competitors, all without compromising on ease of navigation for the customer.
What we did:
Web and Social design
