JDawgs

JDawgs Brand Overhaul

JDawgs brand reel

Local Icon Since

2004

Locations

04, One System

Charm Kept

100%

Creative Direction — Brand Identity — Packaging

A complete brand overhaul for a local icon.

Overview

A beloved hot dog institution with equity worth protecting and a look that had stopped keeping up. The overhaul rebuilt the brand from the mark out — identity, menus, merch, and environments — without losing an ounce of its charm.

JDawgs brand identity
JDawgs storefront
JDawgs brand application

Brand in the wild — Provo, UT

Keep the charm. Rebuild everything around it.
JDawgs brand collateral detail
JDawgs brand collateral
JDawgs environment graphics
JDawgs menu design
JDawgs merch

Brand Colors

PANTONE 186 C

CMYK 0 100 80 5

RGB 200 16 46

HEX #C8102E

PANTONE 130 C

CMYK 0 32 100 0

RGB 242 169 0

HEX #F2A900

PANTONE Black C

CMYK 0 0 0 100

RGB 29 29 27

HEX #1D1D1B

PANTONE Warm Gray 1 C

CMYK 2 3 8 0

RGB 245 239 230

HEX #F5EFE6

JDawgs brand photography
Photography

Shot in the shops, not a studio. The photography keeps the steam, the foil, and the line out the door — the new system just frames what regulars already loved.

JDawgs final brand campaign detail
JDawgs final brand campaign