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White Cow Drive In

Re-branding, package design, and experience design for the White Cow Drive In.

A novelty brand experience

 
 
 

Design Objective

Re-brand the family owned 1950s drive in to exist as a novelty dining experience in the 21st century, while maintaining the original brand values. 

Designing For

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The Young Family 

Chris and Jessica, enjoy sharing  affordable and unique dining experiences with their children.

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Gabby, 24

Digital Native who shares her life on social media, and is obsessed with finding unique new experiences. 

 
 

The Original White Cow Experience

The White Cow Drive In was a popular 1950s-1960s fast food joint located in Columbus, Ohio and owned by my great grandparents. They claim that McDonald’s stole the idea for the Big Mac after enjoying a delicious Ol’ Bossie, but who knows how true that statement is. After hearing about this little part of my family history, I became inspired to approach the idea from a 21st century perspective, creating a novelty brand experience for the White Cow Drive In.

 
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Logo Animation and style frames

When approaching the updated logo, I decided to explore the silhouette of the original Ol’ Bossie character. I enjoyed the unique shape it provided as it is not initially a familiar silhouette associated with cows and cattle. The typography on the original menu and sign painted on the outside of the drive-in inspired the use of a bold san-serif typeface. 

 
 

Packaging Experience

 

Both the packaging and menu use a single color ink, which helps to lower the printing costs. Packaging for the items is created from a role of branded butcher paper and rolls of tape with the different menu items printed on it. 

When approaching the design of the packaging and menu, I was sure to keep simplicity and price in mind. Since my great grandparents did not desire to make a large profit, I wanted to keep the over-head for these items low.

 

Packaging the sandwich products similar to how butchers package cuts of meat helps to give the White Cow burgers and sandwiches a unique look. It also allows for easy unwrapping and mess-free enjoyment within the customer's vehicle.

 
 

Drive In Menu

The menu for this re-brand is able to be printed on an office printer as it is designed for a letter sized piece of paper. It utilizes a colored sheet to save money on printer ink while adding to the overall color story of the brand. 

 
 

Wall Mural

On the walls of the drive in, there are large murals that help to draw in customers and establish the brand voice. These walls are a perfect place to capture an Instagram picture for the White Cow's digital native customers. 

 
 
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Approach        

In order to truly understand the original White Cow Experience, I spent a lot of time speaking with my grandma. I wanted to know everything she could remember about her time working at the White Cow, eating at the White Cow and experiencing the White Cow. Through this process, essential brand components began to bubble up. These components included ideas like simple packaging, a down to Earth experience and more customer focused than profit oriented. I spent time researching the current dining landscape and explored various fast-casual packaging options. It was important for me to be familiar with 1950s design and the various trends that were present during this time. Developing an understanding of these things allowed for me to approach the re-brand from a familiar perspective. 

Key brand components

 
 
 
 

Interview notes

 
 

Visual Exploration