Brand Identity, Packaging
DQ
Modernizing the DQ brand in an authentic way that celebrates both food and treats
Rejoining the QSR conversation
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.
Happiness was never meant to be complicated
In a world that grows increasingly complex, DQ's new brand design system celebrates what makes the brand special: its delightful simplicity. The refreshed identity recognizes that life feels lighter when you're sharing a burger, fries, and a Blizzard Treat—moments when nothing seems too serious, overwhelming, or complicated.
At the heart of this evolution is "Uncomplicated Happy," an internal mantra that captures how DQ has always approached both business and customer experiences. This philosophy shaped every aspect of the brand refresh, from foundational strategy through tactical execution.
The redesigned verbal and visual identity ensures that every touchpoint—whether operational or customer-facing—delivers on DQ's promise to remain blissfully uncomplicated. The result is a cohesive system that reinforces the brand's authentic personality while creating more meaningful connections with fans.
Iconic and modern
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.
Opening a gift
Modern graphic shapes inspired by DQ's signature food and treats form the foundation of a gift-wrap pattern system. Each design evokes the anticipation and delight of unwrapping a present—because every DQ experience should feel like discovering something special.
My role & contribution
From the initial client pitch, to the launch of the new DQ brand design system and packaging – my role within the team was focused around establishing the foundational design thinking and approach for the both the brand and individual creative campaigns. This took various forms of collaborating with client stakeholders, the creative services team at DQ, partnering with other agencies, and empowering my own internal team to create with guidance and clarity.
Design
Cory Galster - GDD
Jackie Dempsey - ADD
Brianna Laurice - Sr. Designer
Fiona Schneider - Designer
Creative
Christine Gratton - GCD
Jeff Roy - Art
Tom Oubre - Copy
Production
Kristopher Kowel - VP, Production
Stephanie Davis - PM
Account
Abby Caneda - VP, Account
Justine Dacanay - Account Director
Brand Strategy
Sean Flynn - Strategy Director
Viktor Torbjornsen - Social Strat