Drickle Coffee
Brewing Boldness for Everyone.
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Overview
With close to seven outlets, Drickle brings flavor-forward coffee at everyday prices. Grounded in everyday moments, the brand shows up confidently among its competition. I created a visual identity that captures the boldness of Drickle’s flavors while remaining authentic and approachable for price-conscious customers.
Challenge
As Drickle expanded from cold brews into the broader coffee space, it needed a visual identity that could stand out in a crowded market. The previous branding lacked distinctiveness, consistency, and personality. I collaborated closely with the founders to craft a design language that truly embodied the brand’s product - approachable, authentic, and rooted in everyday coffee culture.
Our Goal
Our goal was to align Drickle’s visual identity with its brand positioning: bold flavors in everyday life. We aimed to stand out in a crowded coffee market with a distinct visual language, using vibrant colors and minimalism to balance the variety of flavor offerings.
My Process
I collaborated with founders Vardhman Jain and Rahul Nijhawan, asking focused questions about purpose and positioning. Through brainstorming sessions, we distilled their vision into clear brand principles.
We analyzed the coffee landscape, both local and global, examining visual systems, identifying what works, and studying QSR chains to understand how successful brands leverage design for storytelling and customer experience.
From these insights, ideation began with the logo. Multiple directions were explored before landing on a mark that felt truly authentic to Drickle’s personality.
The bold Drickle wordmark, featuring a cup-shaped “D,” works seamlessly across full-brand applications and compact digital use. The typography commands attention, while the color palette brings energy and balance through flavor-inspired colours.
The rebrand gave Drickle a distinctive presence in the market. Bold visuals stand out on busy streets and crowded social feeds, while the approachable design connects with everyday coffee drinkers. Internally, the design system empowers the team to scale with confidence, ensuring consistent expression across new locations, product lines, and seasonal campaigns
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