Rebranding Cultural Clash.
A growing fast casual franchise, Tin Drum asked for a new logo and brand system to tie together their eclectic culture and delicious food menu.

Tin Drum founder Steven Chen brought the following brief: ’I need to visualize the chaotic energy of Asian street cafés, mixed with a legend of a tin drummer influenced by the music of 80’s new wave musician David Sylvian’.
I had no idea what I was getting myself into, but loved every minute of it.
We wanted to wipe the Atlanta suburban stucco of the brand and present a scalable, international solution. The final result was an modernist wordmark centered around a chevron — what we named ‘the ucon’ — loaded with symbolism: chopsticks & bowl and/or drumsticks & a drum.
This simple foundation was then surrounded by an ecclectic, fun brand voice that exploded into various surfaces; supergraphics, direct marketing visuals, OOH, environmental and digital media.
I had no idea what I was getting myself into, but loved every minute of it.
We wanted to wipe the Atlanta suburban stucco of the brand and present a scalable, international solution. The final result was an modernist wordmark centered around a chevron — what we named ‘the ucon’ — loaded with symbolism: chopsticks & bowl and/or drumsticks & a drum.
This simple foundation was then surrounded by an ecclectic, fun brand voice that exploded into various surfaces; supergraphics, direct marketing visuals, OOH, environmental and digital media.




Team:
Creative Director and Designer: Stefán Kjartansson
Designers: Mariel Harding and Farbod Kokabi.
Architects: BLDGS.
© 2017-2022 Stefán Kjartansson.
All rights reserved.
All rights reserved.