Dutch Bros "Good Vibes" Sticker Contest
Retro Surf Sun Concept
Retro Surf Sun Concept
For my submission to the Dutch Bros Good Vibes Sticker Contest, I created a retro sun character riding a wave—a vibrant and playful design that reflects the brand’s energetic personality and signature summer vibe.
Before diving into the design, I took time to analyze Dutch Bros’ app interface, previous sticker drops, and branded swag. One element that stood out across all platforms was the recurring sun motif, used as a symbol of positivity, energy, and movement. I wanted to build on that established language while bringing in something fresh and nostalgic for summer.
I also conducted market research at local Dutch Bros stands, where I spoke with an employee who noted that animal-themed stickers often lead to spikes in customer engagement. My early sketches featured a dog character to explore that insight. Ultimately, I chose to move forward with the sun riding a wave, as it felt like a more direct nod to the brand’s identity and the “Good Vibes” theme—leaning into surf culture, seasonality, and warmth.
The final result is a sticker that’s both on-brand and market-aware—something that feels at home in Dutch Bros’ collection, yet distinct enough to capture attention and celebrate summer.
Final Design
Rejected Design Concepts Along the Way
Dutch Bros Branding and User Research
Before finalizing the design, I conducted thorough market research, including an analysis of Dutch Bros’ app UI, past sticker releases, and branded merchandise. I noticed consistent visual themes—especially the use of sun iconography—that felt core to the brand’s identity. This inspired me to bring a sun character to life as the heart of my design.
In early concepting, I also explored an animal-based direction after speaking with a Dutch Bros employee who shared that stickers featuring animals often generate higher customer interest. I incorporated a dog character into initial versions to reflect this insight and test its potential.
To further validate my approach, I leveraged my Instagram following to crowdsource feedback—sharing multiple sticker options and inviting users to vote. This gave me valuable insight into what resonated most and helped me assess visual impact and relatability, particularly among Gen Z and Millennial audiences.
While the retro surf sun initially stood out as the top pick—it felt playful, optimistic, and uniquely aligned with Dutch Bros’ summer energy—the dog version eventually surpassed it in the final poll. However, by the time results shifted, the contest deadline had passed. In the end, I was confident in submitting the sun version, knowing it captured both the spirit of the brand and the Good Vibes theme.
