Joey LewisWorkLet's talk
← All work04 / 06
Creative directionBrand identity

Wurst

Wurst is a chef-driven fast food spot from James Beard Award semifinalist Chef LT Smith. It had a tagline, "Be Your Wurst Self," and nothing else. I built the identity around it.

Role
Creative Director, freelance
Years
2024
Scope
Identity, logo, mascot, packaging, merch
Partners
Chef LT Smith, his hospitality consultant, a photographer
4touchpoints in one identity1mascot built to carry the brand

The identity

The idea: let the tagline set the attitude. Edgy but approachable, retro but modern, in forest green and bubblegum pink.

Be Your Wurst Self in bold cream and pink type on green, with a rock-on hand badge
1 of 3

Every touchpoint

A hot dog mascot gave the brand a face, carried across every bag, box, cup and screen.

Wurst hot dog mascot sticker on green
1 of 6

Art direction

Warm, sunlit and lived-in: real hands and afternoon shadows, so the brand feels like a place you want to hang out. Shot with a photographer.

Loaded fries with bacon and sauce in a Wurst paper boat on a sunny table
1 of 3

The results

01234567890123456789

Brand, end to end, from positioning to real-world applications

DINTAFKPVCHMSYEJOUBSkpvchmsyejoubglrwdiosyejoubglrwdintafkplbglrwdintafkpvchmsyd pvchmsyejoubglrwdinoyejoubglrwdintafkpvuglrwdintafkpvchmsyet

Branded merchandise became a standout part of the launch

Next project, 05 / 06Revibe
LinkedInPhoenix — open to remote