Freddies on 31st, a beloved Chicago South Side institution, needed a brand refresh that honored their roots while attracting a new wave of customers. I led the complete rebrand, crafting a bold visual identity with a focus on playfulness and personality.

At the heart of the new look is an illustrated logo that spotlights their iconic menu items—bringing both flavor and fun to the forefront. We kept things fresh and colorful while making sure the new visuals stayed true to Freddie’s no-fuss, all-flavor reputation.

The result is a vibrant, memorable brand that speaks to both longtime regulars and curious newcomers, bringing new energy to a neighborhood favorite.