The hot dog is an American classic.

We set out to build a brand identity for Duke’s Dogs that captures that same nostalgia and approachability while communicating quality and individuality. Their straightforward, no-fuss menu is fast and cheap, yet incredibly high-quality. The visual brand needed to reflect these bold yet simple choices in a world full of overpriced, underwhelming hot dogs.

The result is a brand that grabs attention while putting customers at ease through the creation of "Duke," a literal barking hot dog. Detailed illustrations of ingredients highlight the quality of the food, while primary colors and simple color blocking emphasize the handcrafted nature of the restaurant.