J Dawgs Rebrand

It's hard to become a "hotdog connoisseur."

If you found yourself in Provo, UT in the mid-2000s, you probably ate at a small hot dog shack called J Dawgs. Pretty much everyone did. It was a local mainstay that focused on making incredible hotdogs with lines of students wrapping around the block.

The stand was started by Jayson Edwards (a very nice human being) who knew how to make a very nice hotdog. I know people might roll their eyes when they read that, but these hotdogs are on another level. In fact, they were so good and the stand became so popular that Jayson opened a brick and mortar. And then another.

Going national.

Jayson decided to expand to other states. But he didn't want to lose the laid back tone and local feel from the original shack. He also wanted to position hot dogs as a legitimate, proper food. Together with my good buddy, Sam (awesome human, great designer, big pizza guy), we reimagined what a hot dog stand could become. I loved the result. It feels fun and approachable. Today, J Dawgs has dozens of locations across the country, but they still focus on a single food: the humble (albeit delicious) hot dog.