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Brand identity for Dundee's first 100% plant based restaurant, specialising in gourmet hotdogs.

Project Objective.

As Dundee’s first 100% plant based restaurant, Underdog required a suitably dynamic identity to stand out from the crowd and coincide with the imminent launch of the new venue. It was important for Underdog, as a business, to avoid any culinary prejudice or negative connotations, with a considered tone of voice and approach to vegan dining.

Our Approach.

In keeping with the ethos of Underdog, we created an identity that portrays an imaginative approach to gourmet hotdogs, that happens to cater for varying beliefs and dietary requirements. Each component of the brand deliberately contrasts in style to provide a defined aesthetic that is unexpected and unusual — reflecting the unexpected nature of the 'vegan hot dog' concept.

As an extension of the original brief, we also developed a label for Underdog’s own draught beer — ‘Man’s Best Friend’.