The Big Idea:

Bringing the tactile, unpretentious joy of a regional staple to life. By transforming Braum's iconic textures—from the perfect curl of an ice cream cone to the graphic repetition of a hamburger bun pack—into high-impact visual assets, we scaled the brand's cult status across merchandise, print, and massive out-of-home displays.

The Channels:

• Out-of-Home: A high-impact billboard featuring a macro shot of the Sopaipilla Cheesecake flavor, designed to look like it's melting over the edge.

• Print: A clean, multi-panel print series where the ice cream texture 'peels' away to reveal the waffle cone.

• Merchandise & Packaging: A collectible "Bag of Burgers" tee paired with a literal, screen-printed heavy canvas tote bag designed to exactly mimic a vintage Braum's brown paper takeout bag. This turned a common menu item into a tangible, high-demand lifestyle asset.