Frank is an Austin, TX, mecca for bacon-lovers, beer-guzzlers, and encased-meat enthusiasts. Located in the Warehouse District, the restaurant is surrounded by a diverse audience of downtown dwellers and professionals working in fields ranging from high finance and politics to blue-collar delivery and the service industry.
Start-up restaurants need every advantage available to succeed. The client looked to us for help in appealing to a broad audience through a bold and memorable identity. The challenge was to be accessible to a diverse group, to create buzz and attention, and to reflect the owners’ spirit, enthusiasm, and passion for what they do and the produce they deliver.
I worked collaboratively with the team of owners to build a “third place” with a goal of making people feel like kids again — even for just a few moments. These are hot dogs, after all! Through that focus, we’ve built a restaurant that is universally attractive to a diverse range of patrons, from tattooed hipsters to senators, local celebs, and blue-collar workers hungry for a dog. In sharing what we love, we’ve managed not just to create a celebration of food but also to build a culture and community. And folks have taken notice— from Food and Wine and Southern Living to TLC and the Discovery Channel.