PCH Hot Dogs

When PCH Hotdogs opened a new location in downtown Huntington Beach, the goal was to create branding that reflected the area’s surf culture and beachside energy. Drawing inspiration from vintage 1950s–60s surf films and classic surfwear aesthetics, I developed a retro-inspired visual direction rooted in the city’s coastal heritage.

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As part of the identity, I created “Doggie”, a playful mascot inspired by the iconic character “Birdie” used by Birdwill Britches, reimagined with a hot-dog twist to match the brand’s personality.

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To support the launch and local events, I also designed a wooden collector’s coin redeemable for a free drink. Distributed during promotions near the pier, the coin served as both a memorable keepsake and an incentive for customers to return. The result was a fun, nostalgic brand element that connected naturally with Huntington Beach’s surf culture while helping the new location stand out in a busy downtown environment