Mellow Mushroom Pizza Bakers Design & Branding Ward menu bio page by BooneOakley Charlotte

Ward menu bio page

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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

Advertised brand: Mellow Mushroom
Advert title(s): Ward menu bio page
Headline and copy text: “Mellow Mushroom opens the world of possibility to every person who walks through our doors. Artist Mark Ward helped us bring this imaginative world to life throughout our menu pages. Mark is a graphic artist and art director based in London. His work is inspired by his love for American culture (including Fraggle Rock) combined with his British perspective. Mark has a love for skateboarding and a passion for pineapple on his pizza.”

Advertising Agency: BooneOakley, Charlotte, U.S.A.
Agency website:
Creative Director: David Oakley
Art Director: Laura Beebe
Copywriter: Mary Gross
Illustrator: Mark Ward
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.)