A friend who runs a small hot dog business asked how he could attract more customers. His food had personality, but his visuals didn’t. Most of it was generic signage and hand-painted boards—nothing that told a story or left a lasting impression. I offered to help by building a proper brand identity—something with charm, clarity, and a bit of bite.

The Mascot

To start, I designed a vintage-inspired mascot: a smiling hot dog with a little attitude, pulled from the spirit of mid-century Americana. It feels like it could’ve lived on an old roadside billboard or a matchbook cover from a drive-in. Playful and approachable, the mascot was meant to feel familiar, nostalgic, and a little unexpected—something that makes people stop and smile. The mascot incorporates a warm golden yellow, adding energy and warmth exclusively to this character, helping it pop with personality.

The Wordmark

The wordmark leans into a vintage cursive style, echoing the fluid hand-lettered signage you’d find on old diners or fairgrounds. It complements the mascot with its friendly rhythm and timeless personality. The lettering feels like it was written with care—soft and approachable, but still structured enough to work across menus, windows, and packaging.

Color Palette

The primary colors in the marketing materials are a deep, appetite-inducing red and a warm off-white that softens the edges and adds a cozy, familiar tone. Even the blacks aren’t fully black—they carry a subtle green undertone to keep the palette warm and slightly worn-in, like it’s been part of the neighborhood for years. The golden yellow is reserved solely for the mascot, giving it a unique and energetic highlight without overpowering the overall palette.

Supporting Materials

I pulled the system through to key touchpoints—punch cards, takeout menus, signage, and promo flyers—ensuring everything worked together and felt intentional. The idea was to give him a foundation that looked as good as the food tasted, and a voice that could grow with the business.

The result was a humble rebrand that brought personality to the forefront—turning a nameless hot dog business into something people could remember, revisit, and recomm