Mile End BagelsOnce known for its laid-back dining experience, rowdy staff and fantastic bagels, the branding for Mile End was much the same when I was at the helm.
Mile End had a lucrative deal with a prominent poster paster company - which allowed us to get paste ups around town for free. I termed them ‘Schmear Campaigns’: usually, the designs for these posters were blatant rip-offs of other company’s ads I’d seen around the city. The feedback from this scheme was more positive than anything and we weren’t asked to remove any of the posters.
Mile End was invited to make sandwiches for Next Wave Festival, a not-for-profit arts organisation in Melbourne. I designed limited edition A6 postcard placemats to foster reflection on the dark center of a bagel.
Paste ups for 2017 marriage equality campaign to show Mile Ends support.