Where every good night ends
The Hit Dog
Every good night out in Medellín ends the same way: hungry. I was commissioned to create the identity for The Hit Dog, a new fast food chain made for that moment, with hot dogs for any time of day but above all for the night. To feel cool, vibrant and relatable to the city’s young people, the brand looks beyond food to everything that comes before it: street culture, bike stunts, car races, urban music and parties. The result feels like part of the plan, not just the place where it ends.
At the center is a rogue dog, a mascot that ties the restaurant’s name and its main product together in a single character, set against a star that places the brand in the night. The typography draws on racing, street culture and urban music. Together, the symbol and logo were designed to live beyond the menu, as something you would actually wear or stick on your laptop or the back of your car.
Purple set against yellow moves the chain away from the red and yellow common in fast food, giving it a look of its own across packaging, delivery and streetwear. It’s a brand people would want to carry with them long after the last bite.
