McMenamins Sun Shack

McMenamins struggles to connect with a younger audience due to its outdated brand identity and distant persona. I responded by developing an on-campus activation to engage University of Oregon students directly. The McMenamins Sun Shack, a vibrant food truck, is meant to bring warmth and brightness to the rainy town of Eugene, serving comforting tomato soup and grilled cheese. This initiative would not only make the brand more accessible but also foster a direct, positive connection with the local community.