Mellow Mushroom Pizza Bakers: Reinfurt menu bio page

Credits & Description:

Advertised brand: Mellow Mushroom
Advert title(s): Reinfurt menu bio page
Headline and copy text: “Mellow Mushroom opens the world of possibility to every person who walks through our doors. Artist Jon Reinfurt helped us bring this imaginative world to life throughout our menu pages. Jon is an illustrator from Audubon, New Jersey, where he lives with his wife, daughter and a cranky old tuxedo cat named Worm. He once walked barefoot through a Costa Rican rainforest and would definitely do it again.”

Advertising Agency: BooneOakley, Charlotte, U.S.A.
Agency website: http://booneoakley.com
Creative Director: David Oakley
Art Director: Laura Beebe
Copywriter: Mary Gross
Illustrator: Jon Reinfurt
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.)