Design overhaul of a quick serve concept because no one should ever be hungry during a movie.

CLIENT

Cineplex

TYPE

Branding

Role

Creative Director, Designer

In 2013, Cineplex sought a rebrand of Outtakes, it’s hot food brand found in some select theatres across the country. The goal was to modernize the sub-brand ahead of the company’s expansion to over 80 locations across Canada. I helped explore different ways of making hot food appealing to customers, in a setting not typically associated with the consumption of hot food. The process started with new logo, and continued to packaging, advertising and other customer touch-points. In the logos below, the bridge in the "TT"s is made to resemble a flame representing hot food.

outtakes-logos-barouttakes-logos-bar

Photography

At a time where we were trying to change our food perceptions, focus on new food photography that showcased the ingredients and flavour profiles became key.  I helped by art directing the following that became the foundation of the new look and feel, especially in menu formats.

Campaign

Once the brand was created and started appearing in theatres, a simple, and clean promotional campaign was created that featured key menu offerings in full focus with a nod to movies in terms of movie quote headlines.