I ❤️ Heart Mac & Cheese
I ❤️ Mac & Cheese is a fast casual concept restaurant specializing in customizable, made-to-order macaroni & cheese, grilled cheese sandwiches, and gourmet bites.
Work included a mobile app design, website design, photographing their main dishes, as well as all their ingredients, and concepting a new takeover campaign that would give the brand a new ‘happy’ look.
Work Completed
Photo Direction & Retouching
Videography & Editing
Mobile Application + Website Design
Advertising Campaign Ideation & Development
Interior Store Redesign
Capturing The Menu
I ❤️ Mac & Cheese was in much need of getting their menu photographed. With the addition of their mobile app, to give it a more custom look, all their ingredients were photographed so users felt familiar with each image as they built their own bowl or sandwich. Top-down images and custom scene set-up images were taken of nearly 100 different items.
Mobile App Design
The app design was simple, give the user what they wanted immediately when
they opened the app… Promotions - Order - Rewards. A custom points-based reward system was created giving the ability for customer loyalty and return.
The ordering process was built on the step-by-step method giving users the
ease of creating their masterpiece. Custom animations were created for when
the order was submitted!
Website Design
Build Your Happy Campaign
This campaign was created to play off the ‘reinvented comfort food’ approach. We wanted customers to feel included with this campaign to drive social and physical interaction by ‘Building Their Happy.’
Campaign Photoshoot
With the campaign direction approved, models were then chosen to play the developed parts, a biker, scrawny kid, fitness teacher, and mom. Overall, 4 models were shot and used in the campaign for various print and digital pieces.
In-Store + Social Activation
Custom vinyl stickers were placed at each table in all locations to activate customers. When a customer dines in, they are greeted with instructions to place their masterpiece in the center, snap a picture, and share it via social media using the hashtag #BuildYourHappy
Store Redesign
The redesign of the stores is meant to freshen up the fast-casual brand and make it appeal to more customers, Director of Marketing Matt Pappas told Nation’s Restaurant News. The new look is complete with “trendy” elements like Edison bulbs, a wall of greenery, a neon sign and new signature wallpaper covered in “cheesy” puns.
Learn more and check out the full interview here.
Promotional Franchise Video
In order to grow national franchises, I ❤️ Mac & Cheese wanted a way to showcase each part of the concept while also going over the important details. The solution, a promotional franchise video with custom interviews was created.