WIENER EXPRESS / BRAND FOUNDATION
Asheville, North Carolina

CORE IDEA
All aboard the flavor train.
Core line: Big flavor. Zero brakes.
Personality: welcoming, cheeky, colorful, food-obsessed. Keep humor friendly and innuendo light.

PALETTE
Mustard yellow #FFD43B
Electric pink #FF69B4
Express cobalt #2344DD
Pickle green #B9E663
Navy ink #17265A
Paper #FFFDF5
Use navy on yellow, pink and green. Use paper or yellow on cobalt. Never use pink for small text on yellow.

TYPE
Outfit: 800/900 display, 400/500 body.
IBM Plex Mono: route labels and menu details.

LOGO
Use the original hotdog-on-wheels mascot and stacked WIENER EXPRESS wordmark. Do not stretch, rotate individual logo elements, redraw, or add gradients. Preserve clear space equivalent to one wheel. A simplified W can be used at favicon scale.

MENU ARCHITECTURE
Six signature dogs, one bun format, one seasonal slot. Use the same ingredient names across menus and ordering tools. Opening recipes, portions, suppliers, pricing and allergen details must be finalized before serving.
Classic Express: yellow mustard, sweet relish, diced onion.
Blue Ridge BBQ: smoky BBQ, tangy slaw, crispy onions.
Elote Loco: sweet corn, cotija, chili-lime mayo, tortilla crunch.
Kimchi Kick: kimchi, gochujang mayo, scallions, sesame.
Pickle Me Pink: dill pickle chips, pink pickled onion, yellow mustard, crispy onions.
Garden Party: veggie dog, avocado, corn, cabbage, herb sauce.

MOBILE BRAND SYSTEM
Yellow truck body, pink roof stripe, cobalt lower racing stripes. Repeat the mascot across truck, food boat, wrapper, crew shirt and menu. Give each location a city label while keeping the master identity unchanged.

REPEATABLE OPERATING FOUNDATION TO DEVELOP
Document every recipe by measured portions and assembly order. Confirm food-safety procedures with local authorities. Create opening/closing checklists, equipment list, supplier specs, training standards, and service recovery guidance. Test throughput and unit economics on the first truck before expansion.

EXPANSION POSITIONING
Build an Asheville pilot first. Capture operator interest without promising territories, economics, or an available franchise. This creative foundation is not a franchise disclosure document or offer.

WEBSITE OPERATIONS
Forms save catering, launch, and operator inquiries to the site's database. No automatic email delivery has been configured. Business owner access is through the website management database tools. Do not publish inquiry data publicly.
Current stops: none confirmed. Current prices: not supplied. Update before launch.
Domain connection and inquiry email routing require owner setup details.
Generated truck and menu images are brand concepts, not photos of an operating business.