Honest and True Personality that Doesn’t Demand a Back Story.

Client: Canadian Tire Corporation
Agency: Jackman

Scope of work 
Name generation
Wordmark
Packaging design
Photography direction
Brand standards manual
 

Frank is a private label consumables brand of everyday staples at a competitive price. Key to the Frank name is conveying a personality that is honest and straightforward. The name ‘Frank’ has a useful double entendre: both a candid, ‘no-BS’ adjective, and as an un-fussy given name. The brand identity has the versatility to stretch over multiple product categories with confidence.