Derrick Lin


Design: Julian Pridemore
Project Type: Student Project
School: Ball State University
Course: ADS 441
Tutor: Fred Bower
Location: Muncie IN, United States
Packaging Contents: Ice Cream, Hot Food
Packaging Substrate / Materials: Paper
Printing Process: Flexography, Stamping

Budges Drive In is a classic and must visit walk-up restaurant in Lafayette, Indiana. Food cooked with homemade recipes, flavored drinks, and specialty ice cream flavors allows Budges to stand out from its competition. Many walk-up stands are popular and retain a customer base by appealing to nostalgic senses. By being memorable and approachable with friendly colors, and convenience. As of today, Budges Drive In has been in business for more than 75 years.

Budges may extend its family-friendly culture to other areas with a food truck and packaging. Taking the “walk-up experience” on the go makes business possible almost anywhere and increases the customer base. One primary goal with the new logo and branding is to sell what Budges is popular for, and that is ice cream. However, Budges serves the community with hot food as well. Therefore, the branding uses shades of red, yellow, and blue. The bright colors and reimagined striped pattern retain a “retro” look the original walk-up stand has and allows the Budges Drive In branding to stand out in any environment, and bring more meaning to “Since 1942”.

What’s Unique?
Each packaging item uses inspiration from the designs of wax-print cups from the 1940s. Bright and solid colors in large areas with a white outline around the logo emphasizes this idea and is cohesive with the food truck design and makes the logo the center of attention. Furthermore, a reduced striped pattern is stamped onto paper bags to pay compliment to older printing techniques and complete the “retro” look.