Olivia Mulder's Portfolio

HipCityVeg, a vegan fast-casual restaurant in Philadelphia and DC, enlisted our help to develop a multi-faceted holiday campaign that not only promoted their seasonal menu but also spread a meaningful message during the festive season.

Recognizing that 4 million pounds of gift wrap end up in landfills each year, we crafted a campaign focused on encouraging customers to celebrate the holidays more sustainably. We collaborated with seven local, earth-friendly brands to create a comprehensive holiday guide featuring sustainable gifts and seasonal items, complete with a spread that could be repurposed as wrapping paper. Notably, the guide was printed on 100% recyclable material, reinforcing our commitment to sustainability.

To further align with this initiative, we partnered with local artist Lauren Cat West to redesign HipCityVeg’s takeout bags into reusable gift bags, enabling customers to reduce their paper waste during the holidays.

The end result was a holiday campaign that effectively communicated a deeper message about sustainability while seamlessly integrating HipCityVeg products, demonstrating the brand’s dedication to both delicious food and environmental responsibility.

Agency: Cohere
Client: Marquis & Co.
Creative Director: Dylan Garner
Lead Designer: Avery Sohn
Art Director: Marissa Le
Photographer: Saeed Ferguson