Melt

CONTRIBUTION

- Creative Direction
- Art Direction

THE ASK & DETAILS

With the recent explosion of novelty dessert brands across Canada, Cineplex seized an opportunity to elevate its concession offerings with Melt Sweet Creations. A custom-dessert shop concocted to hit the sweet spot with our millennial demographic. The full-scale branding project launched at Cineplex Queensway Cinemas in December 2017. The result is a fresh new brand that stands out in the busy theatre lobby and indulges millennials’ insatiable cravings for sugar as much as their longing for the perfect Instagram shot. I was part of the ideation and creation of the brand from the ground up. I art directed the photography and illustration work with Chris Robinson and Jason Vandenberg in the Greater Toronto Area. This brand is rolling out nationally in 2020.

2017

Mike Lucas

is Vinyldust

mike@vinyldust.com