A hot-dog brand with a cat in charge. “Dogs are hot, cats are cool” — the whole brand grows out of that one pun.
Street food competes by shouting: neon, deals, colour. To stand out you don't need to shout louder — you need something to say. The client wanted a hot-dog brand with enough personality to grow from one stand into a chain.
If the dogs are “hot”, the one running the place had to be a cat — and it had to be “cool”. The badge is drawn like an American diner sign: text ring, winking mascot, script type. It reads just as well on a sign as embroidered on an apron.
The cat has a name: Chief Keef, the house chef. And a secret: “Sosa Sauce” (Extra Cool), a house recipe that became a bottled product. When a brand has a character, the menu turns into stories: you're not selling sauce, you're selling the chef's secret.
Young, fast, funny. The brand talks like its audience: wordplay, energy, zero solemnity. Taxi yellow and ketchup red do the rest — you see it from the far end of the street.
Umbrella cart, fry cones, aprons, full packaging. The whole system is built for a business that lives on the pavement — and for every piece to be produced fast and cheap.
