STREET Bangkok New recipe illustrated
summer 2022
Art direction, identity
A local marketing campaign
for this new recipe launch at STREET Bangkok, my team and I created a local marketing campaign targeting our loyal customers.
Unlike the usual approach in fast food, we opted for an illustrative artistic direction. It allowed us to focus on the product while bringing a touch of whimsy and surprise. 🐟
The project drew attention to this new burger, quite different from the rest of the menu, and turned its launch into a culinary event!
catching the eye with print material
Because we were operating on a tight deadline, we focused on local marketing, particularly on visually appealing materials illustrated in a cartoon style for in-restaurant use.
Here, we aimed to create effective point-of-sale displays that also reflected the brand’s identity on the exterior of our restaurants. On tables and in takeout bags, a small flyer (bookmark-sized to minimize paper usage) showcases the recipe. Additionally, a sticker for the new burger box and a banner for click-and-collect were designed to promote the recipe both in-store and in delivery bags.
It was an efficient adaptation, created in record time from the main visual, that made an impact while keeping costs down 🙂
Social media, in support of the new recipe launch
No doubts today, on social media platforms : Video takes precedence. It’s indeed filmed content that should be prioritized to showcase your brand on a daily base.
However, your physical locations have others needs (especially as you move upmarket). Sharing well-crafted illustrated elements created for your physical supports and incorporating them into your video content can help you stand out and strengthen your brand positioning.
Something to ponder 🙂
Credits:
Illustration & Art Direction: Marine Dion, Yixin Au (Art Direction intern)
Copywriting & Social Media: Adrien Deydier