Olivia Mulder's Portfolio

As a vegan fast food restaurant, HipCityVeg aims to make plant-based food feel less like a compromise and more like a crave-worthy indulgence. To communicate this mission, we developed an out-of-home campaign that highlights the new Smokehouse Burger—a bold and satisfying option that’s plant-based yet packed with flavor.

In an unexpected twist, the campaign draws attention to what makes this burger unique: it’s crafted with wholesome ingredients like peas, beets, and other veggies, making it, in essence, Basically a Salad. By playfully redefining a hearty, mouthwatering burger as a veggie-packed option, we invite people to indulge while still sticking to their plant-based goals. The result? A burger that’s deliciously indulgent and unapologetically healthy.
Agency: Cohere
Client: Marquis & Co.
Creative Director: Dylan Garner
Lead Designer: Randi Bellamy
Art Director: Marissa Le
Photographer: Andre Rucker