A Chicago-style pop-up in Seattle.

Toots’ Chicago Style is a pop-up restaurant based in Seattle, Wa. that serves fast-casual fare: hot dogs, sausages & sandwiches. Founded by Seattle restauranteur and Chicago-native: Toots’ needed to feel authentic, down-to-earth, gregarious, and gritty.

Working alongside the restaurant’s owner, we created a logo, a hotdog character, and typography that could be used for everything from signage, and swag, to menus. Our approach was to create a look and feel that felt nostalgic, upbeat, and just a little bit surprising. The custom ‘baseball script’ logo did the job of feeling nostalgic and referential to hot dog joints in Chicago. Since the Pop-Up is named after the founder's favorite aunt - we wanted our hotdog character to be a lady – a fun way to set it apart. The supporting typography and signage were inspired directly from places in Chicago we knew and loved.

BRAND & IDENTITY DESIGN
ILLUSTRATION: LAURA EMERY