Four identities.
Time to bring them back together.
Drumstick was one of Swizzels' most recognisable brands, but over time the portfolio had evolved in different directions.
Different sized lollies, Chew Bars, Stick Packs and Mega Lollies carried different logos, different design treatments and little consistency between them.
Individually, they were recognisable products. Together, they didn't look like one brand.
One identity.
There was no need to reinvent something consumers already knew and loved. The opportunity was to bring it back together.
I created a consistent Drumstick identity and design architecture that could work across every format, while allowing each product to retain its own personality.
Then came a much more complex change behind the scenes. Over around three years, I worked to make the Drumstick range vegan, opening the brand up to a new group of consumers.
The challenge was making sure people didn't feel anything had changed. The texture, flavour and overall eating experience had to remain as close as possible to the Drumstick they already knew and loved.
The formulation changed. The experience didn't.
The refresh created a stronger, more recognisable Drumstick portfolio and a consistent platform from which the brand could continue to evolve.
The vegan reformulation widened the audience without compromising the product experience, while the unified identity gave every format a clear place within the same brand family.