Laura Touysinhthiphonexay
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Cafe Cravings by Hyland's

We were tasked by Hyland’s to come up with a launch concept for their latest product launch - three unique women’s health supplements for three very distinct demographics - a women’s multivitamin, a menopause symptom support supplement, and a prenatal vitamin. Inspired by the cravings that come at all of these stages, we created a one-of-a-kind Cafe that catered to every sweet, salty, indulgent craving she might have. Our special menu was designed with a healthy twist, so that indulging in the cravings wouldn’t leave you with worse bloating/headachey/fatigued symptoms than you started with.

We invited media, influencers, and consumers to the Cafe and outfitted the space with product education vignettes, symptom-inspired carnival games, content creation stations, and a full service “shoppable” wall of products so every attendee walked out armed with multi’s tailored just for her.

The Treatment

We landed on a treatment we called Unexpected Retro - a look that celebrated the classic diner checkerboard pattern’s integration in modern design aesthetics. We introduced a screen print style into our mixed media collages as a nod to our multiple demographic ages. We finished the look with arches as a subtle feminine cue throughout the space and a vintage inspired typeface that helped to elevate the entire look.

The Design System

 
 

The Event

Creative Director: Laura Touysinhthiphonexay
Sr. Art Director: Tyisha Kellman
Sr. Copywriter: Amy Silvestri