Hot dog brand identity by HMS

HMS Studio has redesigned hotdog brand Megadog’s corporate identity and packaging, which is set for relaunch next week.

Megadog needed an identity that would work within the international business community as well as appealing to consumers. HMS has created a lozenge device that forms a sausage and introduced a dog/ chef character, which will be used on all point-of-sale material.

The new look is being applied across the company. It will first be seen in Mecca Bingo Halls nationally on 4 March.

The consultancy won the project following a two-stage credentials and creative pitch last November. The initial phase of the work, covering the branding and packaging, is worth about £12 500 and design director David Mason anticipates that the project is likely to reach a spend of £40 000 by the end of the year, including marketing and promotional work.

Megadog chairman Paul Websters says, ‘We came to HMS for a complete makeover of our corporate identity and product image. The look [it] has produced has the ability to develop and adapt as our business grows.’

Megadog’s main point of difference against its competition is that it supplies an entire package of bread, sauces and relishes, napkins and eating trays rather than just sausages. It offers sausages in three sizes, with the largest weighing in at 135g and 21cm long.