Design and Production
MEZZA LEBANESE KITCHEN
CASE STUDY
Anytime Cravings Campaign for Mezza Lebanese Kitchen
Client: Mezza Lebanese Kitchen
Role: Creative Concept, Campaign Design and Photography, Brand and Marketing Lead
Scope: Full campaign concept, photography and graphic design: OOH, social content, direct mail, in-store touch points and radio
The Challenge
Restaurant prices were climbing across the board, and Mezza needed a way to stay accessible without cheapening the brand. Ownership had the core idea of a $9.99 box, built around Mezza’s most popular menu items. It needed a concept that could carry that price point without it reading as a discount play.
The Approach
I created the “Anytime Cravings” campaign around the simple idea of good food, priced fairly and available whenever the craving hits. Casual, a little playful, no gimmicks, just Mezza’s food made more accessible. I developed the concept, shot the photography, and designed it across every touchpoint. This included bus posters, social content, Canada Post direct mail, in-store posters, exterior A-frames, backlit signage, coupons, and table tent cards. A set of 30-second radio spots were also developed on the same theme.
The Anytime Cravings campaign lineup grew to four boxes and gave customers real variety including a Donair box, a Shawarma box, a Protein box, and a Plant-based box. Each box included one of Mezza’s signature sauces made specifically for it.
What Was Delivered
• Campaign concept and naming
• Food and lifestyle photography
• OOH: bus posters
• Canada Post direct mail
• In-store posters, coupons, and table tent cards
• Social media creative
• All print production and management
The Result
“Anytime Cravings” became a very successful promotion for Mezza, bringing in foot traffic and hungry customers, running for roughly two years on the strength of its price point and the quality of the food behind it. It gave price-conscious customers an easy reason to choose Mezza any time of day and gave the brand a campaign built on real value instead of a discount.
Canada Post Direct Mail front and back folded to 12″ x 6″ on cardstock
SOMBRIO MOUNTAIN BIKE APPAREL
Art Direction: Sombrio Brand Catalogue Spreads for a free ride mountain biking technical apparel brand based in Vancouver, BC.
EXTERIOR WINDOW GRAPHICS
Free Range Store and Free Range Pub Farm to Table
SUGOI PERFORMANCE APPAREL
Brand Deck: Technical apparel for cycling, running and triathlon.
ADOBE
Marketing Collateral, CD Packaging Design for Adobe Altercast.
kns&you.com
CD Package Design including CD production and print for Marketing and Sales.
GAIA
Graphic Design and illustration for applications to handbags, clothing and trade show marketing. Banner Design 32″ x 96″ on canvas. Handbags sold at various locations including the Vancouver Art Gallery Shop.
Postcards and hang tags for Gaia Handmade Accessories
WESTERN FAMILY CLASSICS COFFEE
Art Direction, Design, Production for Coffee Bag Design and Label Designs, for Save On Foods, line of Western Family Classics coffee, whole beans and grounds in multiple sizes.
Coffee Bag Design and Illustration and label designs
WESTERN FAMILY ORGANICS YOGURT
Illustration and graphic design for a line of Save On Foods, Western Family Organics yogurt following CFIA regulations and print production specifications.
HAVEN
Branding: Haven Development Project including Logo Identity, Brochure Design, Copy, Exterior Development Signage and Website.
HITCHHIKER’S GUIDE
Magazine/Book Design, print production and custom colouring of original illustrations by Graham Harrop, Vancouver Sun cartoonist.
A guidebook/information source for youth surviving Vancouver’s Downtown Eastside.
MUM’S GELATI
Brand Package including applications for Exterior Store Signage, Letterhead, Business Cards and envelopes.
Custom Illustration for Mum’s Gelati T’s and Store Awning , Denman Street, Vancouver, BC
