Erick Holmquist
Art Director
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Mellow Mushroom Beer From Beyond

When you’re eating pizza without beer, something feels missing. We designed a line of craft beers for Mellow Mushroom brewed to pair perfectly with their pizzas.

Mellow Mushroom’s Out Of This World Pizza deserves Beer From Beyond.

When you’re eating pizza without beer, something feels missing. We designed a line of craft beers for Mellow Mushroom brewed to pair perfectly with their pizzas.

Mellow Mushroom’s Out Of This World Pizza deserves Beer From Beyond.

 
 

Pre-Launch

Ambient

Cryptic symbol will appear around Atlanta with no explanation.

 

Each Mellow Mushroom location will also showcase the cryptic symbol.

 

Billboard

 

In-Store

In-store TVs will glitch to this mysterious message.

 
 

Pizza Boxes

 

Launch Event

Pop-Up

Inspired by a spaceship and a mushroom colliding, the pop-up will have a brewery side and a pizza side.

On launch day, the Beer From Beyond will be available at all Mellow Mushroom locations, as well as the pop-up - in Piedmont Park in Atlanta.

 

People will be hired to act like loony conspiracy theorists and will usher people towards the pop-up.

 

Post-Launch

Packaging

In-Store Posters

 
 
 
 
 
 
 
 
 

Tabletop Menu

 
 

Designer: Elizabeth Northcutt

Copywriter: Randall Wunder-Smith