Nestled on Main Street Columbia, Drake’s Duck-In serves “fast-food”-cheeseburgers, fried chicken, breakfast biscuits and more since 1907. That’s 110 years!
When we received the call that we had the opportunity to work with Drake’s Duck-In we were ecstatic. The soul of the business is rich in history, dripping in experience and serves a great product. The challenge of the rebrand was to marry the history of the company with a new fresh vibe, to diminish the duck in the old logo (since it confused the general public…people thought they served duck!) and to not confuse any of the longstanding and loyal customers. The food wasn’t changing, just the logo!
To honor the past logo that was in a script font, we hand lettered ‘Drake’s’ and illustrated the icons. Not only does it lend itself well to the aesthetic, it also evokes a feeling of the hand battered fried chicken and hand cut veggies they serve while keeping the local favor. We kept the color palette to 2- yellow and a bold blue – the boldness adds a modernity to the brand which was needed. We drew icons to represent the food they serve because people may not see the sign above the awning due to the storefront sitting so close to the street (and again reinforce that they do not serve duck).
We are extremely happy with the outcome and are excited to share it. We’re grateful for the opportunity to work with such an old, historical and locally owned company.
Congratulations Drake’s Duck-In on 110 years! Now friends, go grab the best chicken sandwich in the world!