The goal of this project was to rebrand a defunct company and create a new brand guide for said company.
The project guidelines for this piece involved looking for a defunct business and rebranding it as if it had become a fully functional company again. The business I chose was an old chain of restaurants called Dutchland. Dutchland was originally a dairy distributor until it expanded into a restaurant chain that specialized in its ice cream that was made with Grade A ice cream. The company became defunct when its rival, Howard Johnson’s acquired it.
For this redesign, I wanted the company to have a very friendly and clean style, but also with a hint of humor to it. Rather than being a chain of restaurants, Dutchland goes back to its roots to being a simple, to the point dairy distributor. The original colors were kept, with the addition of the icy blue to the palette. The illustration style was to be kept as simple as possible and incorporate the main specialties of the company.