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Creative Bloq

Technology

Joe Foley

Nathan's Famous rebrand shows a quirky mascot can still beef up a brand

Frankie Nathan Famous New York

Nathan's Famous rebranding.

Mascots are most often associated with kids' brands and sports (maybe not at the same time in the case of the X-rated 2024 Paris Olympics mascots). But the recent Nathan's Famous rebrand shows brand mascots are as relevant as ever.

The refreshed identity for the Smithfield Foods' restaurant chain, known for its hot dog-eating competition, brings Frankie the Hot Dog to life as a ballsy New Yorker with new illustrations and animations.

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