lazy dog rebrand
From the start, Lazy Dog was designed to be an authentic retreat; a place to gather, connect, and linger over great food and craft drinks.
These guidelines serve as the blueprint for the restored brand identity, ensuring every piece of collateral reflects the mountain roots and dog-first spirit with clarity and warmth.
Brand
Lazy Dog Restuarants
Art Director:
Coral Pisek
Problem: Over time, Lazy Dog's visual identity lost touch with its mountain roots, feeling like a generic corporate casual dining chain.
Insight: People dine out seeking a welcoming retreat, but corporate dining treats them like table turnover, delivering transactional, soul-less experiences instead.
Idea: Reclaim the authentic mountain lodge spirit by shifting from a corporate feel to pure mountain soul, restoring the logo mark to tie directly back to our retriever namesake.
Solution: A complete brand identity update featuring a restored mark, table-side hearth experiences, playful lodge amenities, and the new tagline "Unleash Your Appetite."
