Mellow mushroom launch
Groovy Art Direction and Design.
Take the trip: scroll for the case study
overview
WE won the business of this highly stylized, groovy pizza chain. WE worked hard to help them achieve consistent visuals across their rebrand while providing “High”-ly illustrative designs for their merchandise and site launch.
consistency from chaos.
Mellow Mushroom has pychadelic-focused branding. Before too recently, that was pretty much the only guideline. Is it suggestively psychadelic and is it cool?
The brand team at Mellow Mushroom was and is attempting to reign in the brand aesthetic which differs in everything from the logo usage to the facilities design, to the marketing and merchandise. These designs would be different region to region and even store to store.
Our goal was to help this process by designing custom merchandise, and building, launching and maintaining the online shop.
not so mellow.
The challenge of this client came when contracts were signed. There was a fixed budget for MM’s marketing and very work-intensive projects to be done in order to find a consistent aesthetic that felt cool, looked cool and still hit that groovy, psych-rock vibe, man.
Organization and solid art direction was of the utmost importance.
I brought on additional illustrators from the greater creative team to handle designs for MM’s retail merchandise, their uniforms and marketing to be launched on their site and social.
The Aesthetic: Mushrooms, Pizzas, Rock Album Covers, trippy-but-not-dangerous, retail-inspired, high color usage, internal story elements, streetwear-inspired. Easy, right?
GraPhics.
The outcome of our design exploration resulted in a far out combination resembling a transcendent combination of 60s and 70s psych rock, realism and cartoon aesthetics made for a happy trip into the Mellowverse.
Are you feelin’ it?
Products.
In the end, only a few can be selected for the marketplace. According to the MM Marketing team, we “knocked it out of the park”. A great number of our products are representing MM in their shop. Get yours today!
