RED DOG

Red Dog is a much-loved American barbecue restaurant group in the UK, specialising in slow-roast cuts of meat smoked low and slow over fire pits, using traditional techniques to serve up authentic flavours from the Deep South.

Our brief was to evolve the brand identity and redesign the website to reflect the rich, smoky atmosphere of the Red Dog experience — transporting visitors straight into the brand’s own world of fire, flavour and folklore.

We took design inspiration from early 1900s Americana — from prohibition-era newspapers and vintage advertising to ghost signs and saloon-style graphics. We developed new brand assets including an enigmatic new dog mascot (used as a badge and secondary logo) and a darkly humorous illustrations for Red Dog’s infamous Hot Wings Challenge.

The typography throughout embraces the look of ancient letterpress print, and both food and drink menus were designed with this aesthetic in mind. The website is fully responsive for digital platforms without losing their old-world charm.

We also hand-drew a set of custom maps for each of Red Dog’s locations, one of our favourite touches — giving the website a personal, crafted feel while enhancing user experience.

The result is a brand and digital experience that feels immersive, confident and full of Southern swagger — a smoky slice of Americana, served right here in the UK.

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