MIDNIGHT LUNCH DYO BRANDING + SOCIAL

Art Director, Designer, Photographer

Midnight Lunch is a clothing brand based in Jackson Hole, WY. It’s known for it’s tiktok famous fleeces and bringing color into mountain towns. ML has a design bar where you can design your own trucker hat, bikini, tote, tank, etc (hence the name dyo). We made this experiential part of Midnight Lunch into it’s own brand and social.

We used the colors of the products to determine the color palette and mixed in the decals and charms used in store as design assets so the branding and social felt exactly like the experience— loud, chaotic, and colorful.

We also mixed in colors from the Midnight Lunch color palette so DYO felt like a little sister brand to Midnight Lunch.

We briefed in the wizard Daniel Alves to recreate and animate some of the charms used at the design your own bar.

We also briefed Daniel on these how-to animations.

Collages were a must to bring in that messy, chaoticness of DYO.

credit where credit is due:

CD/Designer: Sam Perry Art Director/Designer/DP: Libby Stylist: Abby Greene Animator: Daniel Alves Makeup/Hair: Jenny Bowker Collins, Claudia Jo + Sister Golden team Talent: Wysteria, Mara Martz, Juju Merten, Whitney Downing