J. Dawgs Downtown Salt Lake City

Rapt Studio was tasked with designing the fifth location of J. Dawgs in Downtown Salt Lake City  with a nod to their roots from nearly a decade before when they opened their first hotdog stand in a twelve-foot by twelve-foot red shack.

Rapt Studio kicked off the process with workshops to understand the essence of J. Dawgs. This wasn’t just about opening a new restaurant—it was about the J. Dawgs brand and every experience touchpoint. J. Dawg’s success was built on a simple premise: serve up the tastiest dawgs with the perfect combination of 100% beef dogs, fresh locally baked buns, and Special Sauce. The team outlined a creative brand strategy that built on this success and defined the other attributes of the brand. This strategy would serve as a roadmap for the project and the business.

The result was a full brand refresh and a new concept for the downtown restaurant that including everything from fixtures and finishes to employee uniforms and package design. The restaurant was designed around a  straightforward concept that brings people together in a fun environment. It evokes the simplicity of washing up before dinner and gathering around communal tables.

Design: Rapt Studio
Photography: Jeremy Bittermann