ABOUT

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 stuck in old bro-tropes and tired gags. Crif Dogs was a brand in crisis and in danger of becoming dated, tasteless, irrelevant— it was time to show their evolutionary spirit. And do it NYC style.

To express Crif’s true New York spirit, the city becomes the canvas. Our new visual identity is a mixture of evocative street photography, iconic faces and places, capturing the brand’s irreverent nature. And a unique voice with plenty to say. We sharpened Crif’s essence by maturing the creative expression, summing up that irreverent spirit with the tagline: “Frankly” the best. Taking inspiration from NYC signage, from hotdog carts to bodegas throughout the Lower East Side, the logo marks remain true to Crif’s playful roots through the mustard yellow and ketchup red doodling, but with a contemporary edge fit for a more grown-up audience. The brand is designed for interaction—newsprint zines to read, t- shirts, tote and hats to wear, and skateboards to ride. And of course, hot dog sleeves and custom foil to wrap the best dogs in town.

It’s an identity that is designed to change, surprise and invent. To subvert the obvious by juxtaposing the unexpected. A brand that reflects New York City as it truly is — in a constant, playful state of flux. Because New York doesn’t die. And whatever defines your era of NYC— from punk to pride to the pandemic — it will always be “Frankly” the best.

Jeff Bell, Owner & Operator said of the redesign: "They went deeper than I thought would even be necessary to understand the DNA of the brand to reimagine it, but still remaining true to its New York City roots, I provided too much info and they were able to mine the important gems. Our new branding is perfectly on brand, but in no way that I ever could've imagined."

MADEIT CREDITS

  • Crif DogsClient
Annual 2022 BronzeCrif Dogs new brand identityBranding Project featured: on 27th July 2022 Contributor:

Design Bridge and Partners has been a Contributor since 25th November 2015.

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Crif Dogs new brand identity

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