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