Jim's Original approached HAUS DESIGN to take on a brand refresh for the infamous Jim's Original. A Chicago staple for over 80 years. We analyzed and researched with an audit that told us 1 key thing. We can't and don't want to change too much. There is so much brand familiarity, a completely new look is too much of a departure. We opted to refresh and clean up the original logo...keeping some original parts intact. We cleaned up the brand colors, oragnized and set typography, color palette, signage, illustrations, menus, hats and shirts, posters and more. With a well known brand such as Jim's Original and the iconic heritage it holds, we wanted top amplify and bring that to light. Take a look below, and grab a polish sausage the next time your in Chicago.