We were asked to create a memorable art direction for MAZO smash burgers to launch the new brand. It had to not only taste delicious but also evoke inspiration for the nighttime consumption moment.
The visual trick will rely on us perceiving that home environment without actually seeing it, that nighttime consumption moment without explicitly displaying it, and that young consumer without needing to see their face.
The aim is to create a memorable brand code aligned with the visual identity and its brand typography. To achieve this, we chose to set the art direction in a monochromatic environment, from people's clothing to tableware and backgrounds. The quantity of food, the choice of tableware, as well as the attire, will play a special role in this artistic direction that falls between exaggeration and plausibility.
The visual trick will rely on us perceiving that home environment without actually seeing it, that nighttime consumption moment without explicitly displaying it, and that young consumer without needing to see their face.
The aim is to create a memorable brand code aligned with the visual identity and its brand typography. To achieve this, we chose to set the art direction in a monochromatic environment, from people's clothing to tableware and backgrounds. The quantity of food, the choice of tableware, as well as the attire, will play a special role in this artistic direction that falls between exaggeration and plausibility.
(COMING SOON)