This project for Pinky’s Hot Box is a great example of how a small creative spark can eventually define a brand’s entire personality. I was originally brought in to create a Giphy to build some social media buzz for their opening, and since they were a Nashville Hot Chicken spot, I designed a character with its tongue literally on fire to match the heat. The owner loved the character so much it evolved from a digital sticker into the restaurant’s official mascot. It ended up being the face of the brand, appearing on everything from paper wrappings and staff uniforms to commemorative aluminum cups and even a food truck concept. It was a blast to see how one simple, strategic illustration could scale into such a recognizable brand experience. While the restaurant has since closed its doors, it had a great run, and it was a blast to see how one simple illustration could scale into a full-blown brand experience.
Date: 2019