When Chef Jack Bennett set out to launch a gourmet hot dog cart, he had a surprisingly specific creative brief: “Make it feel like walking into a 7-Eleven... in 1996.”
Drawing from convenience-store nostalgia, vintage snack packaging, and a healthy dose of irreverence, I developed a bold visual identity centered around a custom wordmark and a bug-eyed, knife-wielding pug mascot.
The brand now rolls through Columbus alongside Jack's cart, serving elevated hot dogs with a side of 90s chaos.
STEP 1: NAIL THE MOOD BOARD
