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Lion's Choice
Credits • Art Direction: Veronica Jones (that's me!) • Creative Direction: Christian Lindsey • Copywriting: Zachary Dodson • Photography: Chris Brooks, Alona Jenkins • Production: Rachel Geringer •
For over 50 years, this St. Louis icon has been delighting customers with the freshest roast beef sandwiches. However, as the fast-casual dining landscape evolved and awareness among younger audiences declined, the brand's presence waned. That's when our team was tasked with spearheading a new chapter for this local legend.
After giving the branding platform an edgy new refresh and immediately jumping into a digital campaign, our next task was naming and building a teaser and launch promotion for the Lion's most exciting venture yet:
The Remix
My role in the Remix project was to oversee the creation of videos, ads, and menu screens for both the teaser and launch phases. What better way to catapult this storied brand into the modern age than with an array of glitches, pixels, and buggy goodness?
By maintaining the Remix's pixel effect while gradually incorporating rough textures and grunge, we seamlessly bridged the gap to the long-term look and feel we envisioned for the brand.
The Triple Dare
When Lion’s Choice asked us to name their newest sandwich—a towering stack of turkey, ham and roast beef—we knew it needed something bold. "The Triple Dare" was a name I suggested to capture the meal’s magnitude and the brand’s edgy persona.
To help distinguish the Triple Dare from the visually similar Remix sandwich, we created an accordion-style animation where the sandwich opens and closes, with each meat clearly labeled—brought to life through a photoshoot with a fishing line trapeze built for the sandwich.
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