Re-branding of visual identity | Logo design | Website design & development | Custom illustrations | Print collateral
No-Fuss Hotdog Joint with Legendary Status
With so much nostalgia attached to Capitol Lunch, we looked back through their history to update their look without losing their classic feel. We used archival imagery throughout the website and marketing collateral and stuck with their iconic red, vintage cream and faded black for a tight color story. The new logo is a revamp of their original window signage back in 1929, with layout variations for versatility.

Capitol Lunch
True red
Classic cream
Vintage beige
News print
Basic navy

Staff T-shirt + Merch
We adapted the signage from the original store front in 1920 to make the front chest placement graphic for the staff T-shirt. For the back we screen-printed our custom illustration of that same 1920s store. The vintage cars add to the nostalgia. The love from these inspired a second T-shirt graphic sold as merch for their loyal customers.



Illustration + Collateral
Our illustration of the original 1929 shop front became an integral jumping off point for many more of the branding assets. Including a classic graphic tee, to-go boxes, the crew uniform and website visuals. We also designed business cards, paper menus and labels for Cappy Cola. We used bold, hand-drawn lettering for titles -- inspired by their old-school 1970s menu boards.









Website Design
Inspired by their 80+ year history, the design of the website takes visual direction from old photographs of Capitol Lunch and their crew, that were passed down through the families. As well as original signage and vintage newspaper clippings. We pulled these details together to create a website that celebrates not only the classic food and famous hot dogs, but also the nostalgia that Capitol Lunch has earned since opening 1929.
The design plays up the classic color story of red, cream and black in a columned layout, inspired by old-school newsprint. We encouperated vintage photos wherever we could; playing them off of new photography and low-fuss motion graphics to modernize the overall look. With such a long history, we wanted to create a visual look-back: Titled ‘Since 1929’, this page celebrates key dates and interesting details of how the hot dog spot began and grew over the past eight decades!

*Servings with a side of nostalgia... and our famous meat sauce.

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Our second location 1962 - 1982
HOT
DOGS SIZZLING

