Rick’s Drum Shop
Craft & heritage | 2023A heritage brand identity for a specialty shop.
When Zach—who named the shop for his father—first came to me, business was really starting to pick up. Thanks to the shop’s social media presence, it had already begun to extend its reach far beyond its Richmond, Virginia, community. Yet community remains at the center of this home-grown, boutique establishment, from music lessons to an annual drum show for local enthusiasts.
Rick’s branding wasn’t keeping up with its growing reach—nor was it doing justice to the shop’s roots, warmth, and dedication to craft and history.
The client wanted a detailed hero illustration (hand-drawn!) in addition to the full logo suite and brand patterns.
The Client
A vintage drum shop with decades of handed-down history
Serves working musicians and collectors, known for craftsmanship and community focus
Established, loyal following — but the brand didn't show it
The Challenge
The brand looked generic and hid what made the shop special
No cohesive identity across collateral and social
Needed to feel as characterful and crafted as the instruments it sells
The Approach
Lean into existing identity rooted in authenticity, not trend
A vintage-informed direction that signals expertise at a glance
The Inspiration
Live music posters from the 1920s-40s
Common design elements found on actual drum kits
Historic design features of drum makers’ branding
Easter egg alert: The dachshund was inspired by the owner’s father’s beloved pet.
The Tactics
Deep, muted tones (tailored to the client’s preferences) and worn textures read as heritage and trust before a word is read
Hand-drawn marks give it a human, crafted feel (the same quality you see across my work!)
Chose warmth over polish: this brand should feel like a workshop, not a showroom
The Deliverables
Primary logo + submarks
Muted, vintage-rooted color palette
Hand-drawn illustrative elements
Typography system + brand guidelines
Core collateral
