“Brunch your way” is an imperative – as well as the headline of the advertising campaign – at Smith restaurant. The Toronto eatery has become famous for its ever changing newspaper menu, a signature for Smith, a reassurance for the potential clients that they will have their breakfast just as they like.
Smith have created a fantastic advertising campaign that happens to also be their menu. The message represents the entire universe of value the brand is willing to communicate: hospitality, flexibility, personalisation, attention to detail, caring for each single client, overall. The result is as minimal and creative as it is impressive.
The concept of the menu is clear: everyone loves to eat in their own way. Nothing can be wrong, nothing has to be different from how you like it in terms of food. For those reasons Smith creates the headline “Brunch your way” accompanied by different visuals: eggs, slices of bacon and toast replicated at different levels of cooking in a way that creates a sort of “pattern in evolution”. Among all these ways of preparing breakfast, certainly everyone can find his/her own, don’t you think?