The task was to rebrand a B2C company, and I chose “Hot Dog Heaven,” a beloved restaurant in Amherst, Ohio, established in 1976. I selected this company due to my personal connection—my mom’s fond memories of growing up in the area and our family’s tradition of visiting the restaurant during our trips.

With my intimate knowledge and appreciation for the restaurant, I embarked on the rebranding process. Extensive research further deepened my understanding of the brand’s history and identity, emphasizing the importance of maintaining its essence as a comforting community hub. Inspired by its founding era, I opted for a 70s-inspired design, utilizing vibrant colors like orange and blue to evoke nostalgia while enhancing visual appeal. The cloud-like design element behind the typography reflected the restaurant’s heavenly connotation. New menu and wrapper designs were crafted to ensure consistency and elevate the brand’s presence across all touch points within the restaurant.

The resulting rebrand preserves the restaurant’s cherished identity while infusing it with fresh energy and modernity. By staying true to its friendly and familiar atmosphere, the updated brand maintains its authenticity. Visual mock-ups of the logo on various items such as containers, cups, and food bags, as well as apparel like hats and shirts, provide a comprehensive glimpse into the rebrand’s potential impact, showcasing a cohesive and revitalized brand experience.