ART DIRECTION | IDENTITY DESIGN
The FROZEN KUHSTERD crew hired me to update the look and feel of their brand. Like most bootstrapped entrepreneurs the FK crew had some basic branding just to get them off the ground. Once they started to see some success and growth, they knew they needed to update the brand to accommodate the growing number of trucks and catering vessels that were constantly at work. They wanted a brand that still felt nostalgic yet updated and bold.
The former brand relied heavily on their “Kevin” scooped frozen custard character. The challenge was how to keep him a part of the brand but still make itd feel grown up and modern.
The original FROZEN KUHSTERD truck and branding. Working with PLINTH AGENCY, the brand agreed to change the name to FK Frozen Custard, to make it less generic than the phonetic spelling of “FROZEN CUSTARD”
Kevin remained as a bold silhouette to house their new moniker, “FK.”
The rebrand unveiling came with the launch of FK’s crowdfunding campaign. I made sure to carry the aesthetic throughout the marketing assets of the campaign. The Kickstarter Campaign was successful in raising $37k for their new scoop shop.
I chose a bright red, electric blue and cream as the color palette. The combination screamed retro American, but the boldness and scale of the elements also gave it a loud confidence akin to streetwear.
Staff uniforms for the truck and catering.
This sticker sheet was a popular reward tier for the crowdfunding campaign.
Special FK RESERVE membership cards gave the brand’s true evangelist first dibs on exclusive new flavors and collab desserts.