ABOUT

New York is a city full of energy and irreverence. The same is true of Crif Dogs, the beloved hot dog institution that's been running for over two decades. While its clientele had grown up, its brand was stuck in old bro-tropes and outdated jokes. To express Crif’s true New York spirit, the city became the canvas. The new visual identity is a mixture of evocative street photography and iconic faces and places that capture the brand’s irreverent nature.