Branding - MacDaddy

BRANDING / IDENTITY / ART DIRECTION

Branding and identity for new take away in Temple bar, Dublin. The client wanted something that was fun, playful and “not too serious”. I developed the character of the Mac Daddy as a naively drawn, charming hero icon, surrounded by a world of fellow characters (mac and cheese, cheese monster etc.) Using my own handwriting and taking inspiration from artists like David Shrigley, and visual references from Travis Scotts ‘Cactus Jacks’ record label as well as some American food trucks the look and feel came to life. First reactions from the client were “shock” when it was first presented but they later called back to say that they “could not stop looking at it!” Happily, they went with their gut and decided to roll it out. It appeared all over social to amazing reaction in 2021 and got plenty of associated PR.