Sawyer & Co., a beloved Austin, Texas restaurant, partnered with Paramount Pictures to celebrate the 2024 theatrical release of Mean Girls with a limited-time, immersive dining experience. The goal of this project was to translate the film's iconic tone—bold, playful, and unapologetically pink—into cohesive, on-brand promotional materials that enhanced the in-restaurant experience and created memorable moments for guests.
The visual direction leaned heavily into Mean Girls nostalgia, combining vibrant pinks and yellows, hand-drawn doodle illustrations, and expressive typography inspired by the film’s attitude and humor. Each piece was designed to feel fun and collectible, encouraging guests to interact, take photos, and share the experience on social media.
Deliverables for the event included a custom souvenir menu, branded table tents, a photo-op Instagram frame, and additional promotional items used throughout the restaurant during the activation. Together, these elements unified the collaboration, elevated the event atmosphere, and created a playful, immersive touchpoint between Sawyer & Co., Paramount Pictures, and Mean Girls fans.
The programs used for this project were Adobe Illustrator, Adobe InDesign, and Procreate.
For more on this project, please visit https://www.covalentlogic.com/portfolio/sawyer.
*AWARDS*
American Advertising Awards, 2025, Silver
Hermes Creative Awards, 2024, Gold
