Frank’s Red Hot
Born in Buffalo
Brand Extension & Packaging
Overview: Frank’s RedHot was the key ingredient used to create the first ever buffalo wings, in Buffalo city of course. Yet, that story is widely unknown. This Buffalo heritage line brings it back to the forefront, reclaiming Frank’s place at the origin of a cultural staple and celebrating the city where it all began.
Skills:
+ Brand Strategy
+ Packaging Design
+ Concept Development
+ Brand Identity
+ Art Direction
+ Heritage Research
+ Copy Writing
+ Product Line Development
+ Logo Design
+ Naming
+ Advertising
+ Web Design
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Buffalo wings are universally recognized, but their origin story, and Frank’s RedHot’s role in it, is rarely part of the conversation. This disconnect revealed an opportunity to strengthen the brand’s authenticity by reconnecting the sauce to its origin. Transforming Buffalo from a sauce into a place, story, and cultural identity.
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The line was developed as a tribute to Buffalo, using the city as the foundation for both flavor and identity. The sauces were named after local culture, neighborhoods, and iconic references, turning the product into a storytelling system rather than just a range of flavors. Through naming, packaging, and visual direction, the brand brings Buffalo to life — reinforcing its roots while expanding into a more culturally driven experience.
