WHERE PASSION
COMES TO PLAY
MARINE DRIVE
01
THE BUSINESS SITUATION
Recipe Unlimited saw an opportunity to use its existing kitchens, teams and delivery infrastructure to introduce a new hot-dog concept without opening a traditional restaurant. But in a crowded delivery marketplace, operational capability alone would not be enough. The brand needed to feel distinctive, credible and complete from day one, while moving from idea to launch on an unusually compressed timeline.
02
FIND WHAT'S TRUE
Customers do not experience a ghost brand as a business model. They experience a name, an image, a personality and a meal arriving at their door. If the brand feels like a corporate experiment or a secondary concept, people scroll past it. To succeed, Durty Dawgs needed to arrive with the confidence, attitude and character of a brand that had always existed.
03
IMAGINE WHAT COULD BE
What if we could create a brand with enough personality to break through a crowded delivery app before anyone had even taken their first bite? We imagined Durty Dawgs as bold, playful and unapologetically indulgent; a brand that did not take itself too seriously but took the food seriously enough to earn repeat orders. The name, voice and visual identity were designed to make the concept immediately understandable, memorable and difficult to ignore.
04
MAKE IT REAL
In three weeks, we built Durty Dawgs from the ground up. Lemonade led the naming, positioning, brand identity, communications strategy, packaging, advertising, social media and launch content, creating every element required to bring the brand to market. By working closely with Recipe Unlimited’s operational teams, we transformed existing restaurant infrastructure into a completely new customer-facing experience without allowing the speed of the launch to compromise the quality or consistency of the brand.
