Papaya King

Papaya King

website, identity, signage

If you live in New York and have never been to Papaya King, we suggest that you stop reading right now, and go get yourself a hot dog and a tropical beverage. Papaya King is a veritable NYC institution, servings up dogs and drinks since 1935, but let’s face it: Even kings need a new look now and again. Our assignment (which we chose to accept) was to update the Papaya King’s brand identity, collateral, website, online marketing and retail outlets. We took a chamois cloth to that venerable crown, giving the King a brighter smile, a more modern typeface, a new store design that maintains those classic signs (the ones that are like a beacon in the night), and a website that emphasized PK community. The result? A brand ready to build its 21st century empire.

Credits

  • Creative Director Jonina Skaggs
  • Designer Elspeth Maxwell
  • Designer Joe Guzman