MELT® SWEET CREATIONS
BRANDING
OBJECTIVE
Melt was Cineplex's venture into the novelty dessert shop, and my team's task was to explore what a trendy, Instagram-worthy brand for desserts would look like.
SOLUTION
From the ground up, I conceptualized and sketched the logo, sourced an illustrator, created brand guidelines, and worked with photographers and food stylists to craft a perfect social-media ready backdrop for this super-sweet brand.
RESULT
The Melt branding project was a standout opportunity to work on a brand from the ground up with a ton of room for creative freedom. Capturing the excitement of trendy desserts flawlessly, it earned recognition with an in-house design award.
AWARDS
HOW Magazine In-House Design Award,
in the category of Entertainment
CREDITS
Design & Art Direction: Andrea Zadro
Food Photography: Chris Robinson (Fuze)
Copywriting: Angela Miller
Illustrator: Jason Vandenberg
BRANDING
OBJECTIVE
Melt was Cineplex's venture into the novelty dessert shop, and my team's task was to explore what a trendy, Instagram-worthy brand for desserts would look like.
SOLUTION
From the ground up, I conceptualized and sketched the logo, sourced an illustrator, created brand guidelines, and worked with photographers and food stylists to craft a perfect social-media ready backdrop for this super-sweet brand.
RESULT
The Melt branding project was a standout opportunity to work on a brand from the ground up with a ton of room for creative freedom. Capturing the excitement of trendy desserts flawlessly, it earned recognition with an in-house design award.
AWARDS
HOW Magazine In-House Design Award,
in the category of Entertainment
CREDITS
Design & Art Direction: Andrea Zadro
Food Photography: Chris Robinson (Fuze)
Copywriting: Angela Miller
Illustrator: Jason Vandenberg
Hello! I’m an art director and designer based in Toronto’s west end.
With experience across both in-house and agency teams, I specialize in point-of-sale marketing, with a strong focus on consumer packaged goods and food, spanning both QSR, CPG, and retail environments. I’ve partnered directly with major national brands including President’s Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping bring campaigns and in-store experiences to life from concept through execution.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College (2012), where I studied across a range of disciplines including printmaking, photography, and design. My work is informed not only by trends within the design world, but by artists across mediums, offering insight into how tastes and cultural values evolve over time.
Outside of work, you’ll usually find me baking, watching films, or playing piano. I’m known to show up with baked goods to the office (or even at the bar). You can find more of my baking projects on Instagram at @fables_to!
Thanks for reading!
az.
With experience across both in-house and agency teams, I specialize in point-of-sale marketing, with a strong focus on consumer packaged goods and food, spanning both QSR, CPG, and retail environments. I’ve partnered directly with major national brands including President’s Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping bring campaigns and in-store experiences to life from concept through execution.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College (2012), where I studied across a range of disciplines including printmaking, photography, and design. My work is informed not only by trends within the design world, but by artists across mediums, offering insight into how tastes and cultural values evolve over time.
Outside of work, you’ll usually find me baking, watching films, or playing piano. I’m known to show up with baked goods to the office (or even at the bar). You can find more of my baking projects on Instagram at @fables_to!
Thanks for reading!
az.