Mellow Mushroom Pizza Bakers Design & Branding Hajek frnt cover by BooneOakley Charlotte

Hajek frnt cover

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Industry Cafe
Media Design & Branding
Market United States
Agency BooneOakley Charlotte
Creative Director David Oakley
Art Director Laura Beebe
Copywriter Mary Gross
Illustrator Andrew Archer
Released August 2017

Credits & Description

Media: Ambient
Category: Restaurants & fast food
Advertised brand: Mellow Mushroom
Advert title(s): Hajek’s trippy Mellow Mushroom menu
Headline and copy text: “Mellow Mushroom”
Advertising Agency: BooneOakley, Charlotte, U.S.A.
Agency website: http://booneoakley.com
Creative Director: David Oakley
Art Director: Laura Beebe
Copywriter: Mary Gross
Illustrator: Olaf Hajek
Additional credits:
Design Dir.: Eric Roch von Rochsburg
Dir. Client Services: Claire Oakley
Account Sup.: Eliza Carney
Published: August, 2017
Short rationale: Five different 8-page menus, each surreally illustrated by one artist, and including the artist bio on the back cover. The client, a pizza chain, wanted a menu that “people would want to steal,” and that supports their brand positioning as a place of self-expression and imagination, “a place between reality and possibility.” (Mellow Mushroom restaurant sites are each uniquely designed and decorated by local artisans. The pizzas range from plain and simple to highly elaborate and unusual, and there’s a selection of over 3 dozen build-your-own ingredients.)