Peters
Drumstick

An Australian icon since 1969, Drumstick had earned its place in the freezer of generations, but its brand had drifted from the confidence of that heritage. Rather than reinvent, the opportunity was to reconnect — to give the brand permission to own its history and wear it with pride against a new generation of buyers.

I led the repositioning and refinement of the Drumstick brand, developing bespoke typography and art direction to bring a renewed sense of craft to the identity. This was carried through packaging design, point of sale and an advertising campaign spanning print and digital media, restoring Drumstick's confidence as a genuine Australian original.