Frank’s logo has subtle qualities many miss—like the ‘dH’ combination creating elegant symmetry in the wordmark. But since it’s “Frank’s” RedHot, I felt the wordmark should use a more personal script font, nodding to both handwritten authenticity and the brand’s heritage.
I refined the kerning for balance and added a flame to the ‘o’, giving the logo extra character without overwhelming it.
By cropping down images to a tight angle and combining a refined colour palette, I made three solid directions for the brand to go in. While some shouldn’t stray too far from the brand’s current vision, it never hurts to present ideas that are outside of the box with a solid vision to back them.
After review, we settled on the ‘Bold’ look for the final colour scheme and the branding for Frank’s new appearance.
For the bottles, I modernized key elements while revising others, creating three concepts that could extend across Frank’s full product line.
I refined the kerning for balance and added a flame to the ‘o’, giving the logo extra character without overwhelming it.
