Home of the foot-long wonder dog Mike’s Hotdogs has been a staple in New York City since 1952. Family owned and operated the hot dog joint has expanded in the last decade to 3 different locations in the city. With a fourth location opening in neighboring Boston, it was time to update the brand. 

The goal of this redesign was to modernize the visual identity making it bright and bold with a splash of humor, using the inspiration of Mike the weiner dog as the centerpiece of the design. A new logo was created with supporting branding elements along with a new style guide for colors and typography.