We wanted to move Canadian Tire’s in house brand away from the days of isolated stock photography on white backgrounds. We decided to give Frank a voice and a new look to match. The result was a revamped design bursting with personality. Each product now has its own witty one-liner paired with a unique little character. From surfing chips and dancing sponges, Frank products are now hard to miss. This project was completed while working as a part of the Jump Branding & Design team.