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.

Anatomy and symbolism of the ucon.

Creative Director and Designer: Stefán Kjartansson
Designers: Mariel Harding and Farbod Kokabi.
Architects: BLDGS.

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