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Frankenstein’s monster is back with a vengeance, and he’s here… to serve gourmet hotdogs. Frank’s is a play on an older slang term for hotdogs, franks. This branding was designed to be fun and outrageous. It was crucial for the look and feel of the food truck to be something most people haven’t seen before. The main menu items are all named in a creative way as another form of memorable branding. Brand swag was also created as another form of income for the company