Wiener & Stick:
House of Gourmet Corn Dogs

American food is eccentric. But we’d prefer to just call it gourmet. From hot dogs, to hamburgers, to even dipping Oreos and pickles in batter and dunking them into hot oil, we have a way of transforming something ordinary into extraordinary—and corn dogs shouldn’t be excluded from that list. We were asked to give an identity and make a visual impact and statement for a startup in preparation for an investor pitch.

The Challenge

There weren’t many competing restaurants with this same angle. The biggest challenge was putting together an identity that would make a lasting mark. If you’re going to be among the first to do something, design really matters.

The Outcome

We worked closely with founder, Chase Dowell, and used our conversations and his vision to bring to life a logo and brand narrative intended to capture the essence of a contemporary, family-friendly, fast-casual restaurant. The brand is a fusion of rustic, contemporary, vintage and modern—a play on bridging the gap between the past, present and future.

Anatomy of the Logo

We aimed not to be so on the nose with the logo’s design, subtlety arranging the elements to form a house with a minimalist nod to a corn dog icon. The font gave us what we were looking for in terms of rustic, and keeping just enough negative space in and around the logo gave it permission to feel contemporary.

“OOOOMMGGG!!
I ABSOLUTELY LOVE IT!”

— CHASE DOWELL, OWNER

The Identity

Colors play such an important role in how we process and respond to certain images. In order to capture those vintage notes, we went with an earth-tone palette, yet, kept it upscale and trendy at the same time to reflect the style of a fast-casual restaurant. We also decided to create a simpler mark, giving the logo extra versatility.

“This is it. This is amazing. This is my vision coming to life. Wow!”

— CHASE DOWELL, OWNER

Scope of Work

DISCOVERY & STRATEGY SERVICES

Baseline Evaluation
Research

BRANDING SERVICES

Logo Design
Visual Identity and Assets
Branding & Marketing Collateral
Brand Guidelines

 

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