UNCC wanted to offer students a signature quick-serve restaurant on campus. A bold, cleverly naughty hot dog venue was created using naming, graphics, uniforms and environment to celebrate a zestful love of eating. The overall language combined the classic all-American spirit of hot dogs and the casual feeling of the little joint on the corner with a taste of boldness.
A fluorescent sign emblazed with “Feisty’s” hovered over the stainless steel counter, while the retro hot dog stand theme was carried out with a custom mural painted below the counter, reminding customers to get a little feisty. A wall montage displayed their pride in fresh ingredients and local suppliers. The brand’s simplicity, boldness and clever nature draw in customers for a delicious and devilish meal.