Brand campaign, menu and art direction
Hawkers brunch
An original brunch brand for Hawkers, built from scratch and launched in six weeks. It reached over 6 million people and returned five times what it cost.
The idea
Hawkers wanted more people through the door on weekend mornings. Instead of just adding a brunch menu, we gave brunch its own name, look and personality: a small brand that lives inside the bigger one.
My role
I came up with the concept and led it from first sketch to launch: the name and look, the menu, the photoshoot and everything people saw online.
What we made
- Printed brunch menus
- Brunch pages on the Hawkers website
- Augmented reality filters for Instagram
- An interactive quiz to find your brunch order
- Spotify playlists to set the mood
- Email campaigns to bring guests in
The results
In just six weeks, the launch reached millions and paid for itself many times over.
3.1MMedia impressions
2.9MSocial impressions
500%Return on investment
6Weeks from launch