The Plaid Penguin, a local branding, marketing, and strategy agency that works with restaurants and food brands across the U.S., is getting into the restaurant game.

Plaid and popular grilled cheese vendor Papi Queso are joining together to open a hamburger stall, Harriet’s, in Optimist Hall. Papi Queso recently opened in the Optimist Park food hall, and Plaid Penguin has its office there. Plaid Penguin, owned by Joe Haubenhofer, worked with owner Brian Stockholm on branding for Papi Queso. Stockholm says the collaboration was born out of a shared love of nostalgic foods.

In the name of nostalgia, the menu will be simple and short, with retro branding. The burgers will be a signature blend of 48 percent chuck, 48 percent brisket, and a four percent addition of a secret ingredient fat. They’ll be served smashed and charred. The full name of the restaurant is Harriet’s Hamburger Sandwiches; we’ll leave you to debate whether a hamburger is a sandwich.

Harriet’s will be immediately to the right when you walk in the food hall from Parkwood Avenue, in a 675-square-foot space. That space was initially to become Aix French Market, which indicates that the French concept is no longer moving forward. Harriet’s is expected to open this summer. —Kristen Wile

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