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Double Dog Dare

Art Direction:

Kelly Holohan
Karen Watkins


Michael Pilla


Conceptualize any type of restaurant and develop a complete brand identity for it. Create a logo, food packaging, collateral and a website.


I created hot dog shop that feels fun and new, while also pulling colors and components from retro American diners. The restaurant is designed around food challenges and plays up the extreme and “daring” a nature of the menu. There’s even a spinner component to the menu which adds a bit of uncertainty when customers pick their orders. The food packaging plays off the dynamite in the logo and uses bold typography to taunt the customer.

Restaurant Identity Overall shot