Home to more than 20 eclectically diverse restaurants, Payne Ave has something for the whole squad. The “Painstakingly Good” campaign is an whimsical, but engaging identity system to promote the string of restaurants on the east side of Saint Paul. The playful demeanor of the campaign was created to disrupt the viewer from the original flow of the magazine. The hand-lettered campaign title should stand out first, then the food should come second. The goal is to catch the viewers attention first, then show the delicious food, followed by its destination.
Roles: Art Direction and Illustration