Art Direction | Branding | Roll Out | Strategy
Mic’s Chilli set out to launch Inferno Dog as more than just a food concept. Our role was to shape a brand experience that matched the intensity of the product while remaining approachable, premium, and unmistakably local.
Through art direction and branding, we developed a strong visual identity that reflected Mic’s Chilli’s fearless personality and passion for flavor. Every element, from tone of voice to visual assets, was designed to stand out in a competitive food scene while staying authentic to the brand’s values.
The rollout strategy focused on creating excitement and consistency across every touchpoint. From in-venue branding and packaging to digital content and social media, we ensured Inferno Dog launched with a clear message, strong visual presence, and a sense of occasion that resonated with both loyal fans and new audiences.
At its core, Inferno Dog represents a modern hospitality approach to bold food, thoughtful branding, and a welcoming experience that feels personal and local. The result positioned Mic’s Chilli not just as a product brand, but as a creative force within the evolving hospitality landscape.
The Challenge
To craft a distinctive and sophisticated brand identity that not only honours the building’s rich history but also reflects the dedication to reviving this iconic building and ensuring its place in Belfast as the new hospitality hub. 
architecture
REVIVAL
HERITAGE
Renewal
POSITIONING
The brand positioning was central to shaping the Regency House identity, ensuring it resonated with the brand aspirations. We developed a clear, strategy-driven foundation that honoured the building’s storied past and set the stage for its future as a vibrant hospitality destination.
BRAND IDENTITY
Our strategy-driven approach allowed us to create a multi-layered brand identity—one that celebrates the legacy and architecture while embracing contemporary elegance, ensuring the brand feels timeless yet forward-thinking. 
BRAND IDEA
The brand is centred around three key pillars; living legacy, understated elegance, and humble hospitality. At its core, the brand is about creating a space where tradition and innovation coexist seamlessly, offering guests more than just a stay— where they can enjoy a stay, networking, wellness, and curated events in a setting that reflects both its past and its promising future.