Crif Dogs

New York is a city of now. This moment. It’s irreverent, energetic, iconoclastic, with a phoenix-like knack for re-invention. It’s true of the city, and it’s the truth of Crif Dogs. A beloved neighborhood hot dog spot by day, gateway to legendary speakeasy PDT by night. A menu as varied as the clientele—and just as transient. Get ‘em while they’re hot because the next big flavor is already on the way. 

But this was a side they didn’t celebrate. While their business had grown up, their brand hadn’t; it was still stuck in old bro-tropes and tired gags. It was time to show their evolutionary spirit. And do it NYC style. 

Clio Awards 2022 Bronze Winner:
Brand & Corporate Identity

Clio Awards 2022 Short List:
Logo

D&AD Awards 2022 Shortlist:
Branding/Motion

Transform Awards 2022
Best Visual Identity from the Food & Beverage Sector

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Rebrand, Logo Design, Packaging Design, Art Direction

Design Team: Katie Hasler, Jacklyn Munck, James Morgan (motion), Nina Marie Girod (visualization) | Design Director: Gregor Johnstone & Marlee Bruning | Creative Director: Mike Perry | Strategy: Alice Clapp | Client Leadership Team: Shang Wu & Sage Lau | Client: Jeff Bell, Owner of Crif Dogs & Please Don’t Tell) | Designed at Design Bridge New York | Videographer: Khyber Jones | Photography: Cody Hoerauf & Eric Medsker| Lettering: Rob Clarke