frankie's hot dogs
Hot dogs are a man's food - New York street corners, baseball parks, backyard grills, wieners. But legend has it, a woman was the one who invented the hot dog.
Frankie's mission is to celebrate the stories of women that were never told and to make a great dog.
Frankie's Hot Dogs is a fictional sit-down style restaurant located in Chicago that serves artisan hot dogs. The restaurant takes a spin on the male dominated history and stereotypes related to the food and instead, celebrates women.
women in (Hot dog) history
Men might have invented the sausage, but women get credit for the buns.
National Hot Dog and Sausage Council:
Feuchtwanger's wife proposed the use of a bun in 1880: Feuchtwanger sold hot dogs on the streets of St. Louis, Missouri, and provided gloves to his customers so that they could handle the sausages without burning their hands. Losing money when customers did not return the gloves, Feuchtwanger's wife suggested serving the sausages in a roll instead.
Both the hot dog industry and the female canon are saturated with bright and bold colors - a wonderful intersection to merge the two worlds. The color palette is playful but some of the combinations are intended to be jarring and energizing.
The main mark gives ownership back to females and sets the precedent for the copy - Frankie's is a friendly smart-ass. Similar to the color palette, the sharp angles and disconnected form is bold and intentional.
Using such a playful context to bring up a relevant and heavy issue - women being left out of history, I wanted to use copy that was fun but witty, alluding to a more serious problem.
There are also a lot of euphemisms that surround women and hot dogs, and so the copy is aware and intelligent; confronting the jokes rather than avoiding them.