Mellow Mushroom Pizza Bakers: Archer menu bio page

Credits & Description:

Advertised brand: Mellow Mushroom
Advert title(s): Archer menu bio page
Headline and copy text: “Mellow Mushroom opens the world of possibility to every person who walks through our doors. Artist Andrew Archer helped us bring this imaginative world to life throughout our menu pages. An illustrator who has mastered the use of hallucinogenic color, Andrew was borni New Zealand, and currently lives in Melbourne, Australia. Andrew finds inspiration in pop culture, fashion and surrealism. He’s also a big fan of basketball, Japan and has been known to eat up to three pizzas a week.”
Advertising Agency: BooneOakley, Charlotte, U.S.A.
Agency website: http://booneoakley.com
Creative Director: David Oakley
Art Director: Laura Beebe
Copywriter: Mary Gross
Illustrator: Andrew Archer
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.)