New identity for Gourmet Hotdog launch

The restaurateurs behind restaurants The Real Greek and Livebait will tomorrow launch their latest food retail concept, visualised and branded with the help of R&D&Co.

Gourmet Hotdog, which opens in Soho, London W1, claims to redefine what has been traditionally seen as a poor quality fast food into a convenient and engaging gastronomic experience.

R&D&Co clinched the contract to create a brand identity, packaging and retail interiors scheme last October, as a result of its previous branding work with The Real Greek team in early 2006.

The group has worked with a number of collaborators, including designer Daniel Mason on structural packaging, architect MacKenzie Wheeler on the retail format and digital specialist Orangutan Studio on interactive elements that will allow customers to create their own hotdogs.

R&D&Co creative director Rob Andrews explains that the interior scheme is focused on the kitchen, an organic-styled bronze counter structure, which he refers to as the ‘pod’.

It is hoped that the interior component could eventually be taken to outdoor events, festivals and concerts, where consumers will instantly recognise it as the Gourmet Hotdog brand.

‘We’ve designed it so that it can be rolled out anywhere, and can fit in a whole range of environments,’ says Andrews.