Pepin & Malloy



The client wanted to launch a new Hot Dog restaurant in Jakarta that would provide the best hotdogs in all of Indonesia.


Hotdogs are considered fast food and not gourmet food. The challenge was to create branding from scratch for the product as fast food but bring out the gourmet preparation and work put in behind it to achieve the flawless taste it has.


People want both taste and size satisfaction in their hotdog. Neither can be sufficient without the other.


Create a brand with character that represents the two qualities the burger possesses – substance and strength


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