We wanted the new look of Nathan's Famous to match its icon status. Graphic, bold typography. A classic color palette inspired by its New York history but modernized. Stickers that highlight brand benefits. It's a tightly designed collage of elements, just like you'd see walking down the streets of New York City. And of course there's our illustrated hot dog mascot - Frankie. He's been with the brand for a while, but we've redesigned him for today.
For us, there was no better spokesperson than the hot dog itself. We just had to figure out how to make it talk with a New York accent. It was such a fun character to create - both brash and endearing. A real bite of New York.
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