Crif Dogs’ previous brand identity relied too much on easy, immature humour. To stay relevant, the brand aimed at embracing its status as a New York City icon. The hot dog spot is used as the access for the speakyeasy bar, Please Don’t Tell (PDT). The physical space of the shop also needed to be reimagined to reflect the true identity of the business. Design Bridge worked on creating a new logo and full interior redesign to help the brand retain and grow its audience fanbase.

“We wanted to create a brand identity that employees and customers could have fun with. Our simple black and white logo is just the starting point—it’s the ketchup and mustard doodles that bring the brand to life and keep it constantly changing and relevant. The doodle system also works tactically in the kitchen—orders can be circled on menus or names written on hot dog bags,” says Marlee Bruning, design director at Design Bridge New York.

“By expressing the brand’s spirit in a grown-up style, we’ve successfully revived a New York institution and helped Crif Dogs reclaim its iconic status,” says Mike Perry, creative director at Design Bridge New York.

Creative Director: Mike Perry
Senior Designer: Gregor Johnstone
Designers: Katie Hasler, Marlee Bruning, Cody Hoerauf, Jacklyn Munck
Illustrator: Bailey Sullivan
Motion Director: James Morgan, Wendy
Senior Client Manager: Shang Wu
Senior Strategist: Alice Clapp
Executive Creative Director: Claire Parker
Group Executive Vice President: Kasia Bannon
CGI Artist + Retoucher + Animator: Nina Marie