J.Dawgs

By all definitions, J.Dawgs is a legendary brand. After more than 20 years in business, they wanted to refresh their visual identity without losing what makes them unique. That’s where we stepped in.

The challenge was clear: how do you update a well-known brand without losing the plot? We began with a deep dive into research, asking the right questions to the right people, and taking the time to fully understand the legend of J.Dawgs’ from start to finish.

Our design approach aimed to connect with dawg-lovers at every touchpoint—from digital platforms to in-store experiences, and eventually on shelves. This strategy led us to create a custom brand typeface inspired by the brand’s original hand-painted lettering, introduce a vibrant refreshed color palette, and develop a flexible typography system built for scale.