ASK.
There was no ask. My creative partner and I pitched a partnership to Sarang Kitchen, Canada’s first neurodivergent-friendly restaurant, to create a campaign that raises awareness and enhances the dining experience for the neurodivergent community.
INSIGHT.
90% of Autistic individuals face sensory challenges that make dining out stressful. Music can reduce anxiety and improve social interactions, creating a more comfortable environment.
OBJECTIVE.
Introduce Breaking Barriers, a scientifically crafted EP made by and for the neurodivergent community to promote calm and self-regulation in dining spaces. This album can be played in restaurants globally, helping to create more inclusive environments for all.
ALBUM COVER
Launched on World Autism Awareness Day (April 2nd), the album cover design is inspired by Sarang Kitchen’s hand-drawn chicken logo, which was crafted by a student of co-founder Jennifer Low. The design features a musical staff in muted rainbow colours, inspired by the restaurant’s sensory room, ensuring a soothing and relatable visual experience. White chopsticks hold the staff’s five lines, which transition into noodles, nodding to the restaurant’s Korean roots.
SOCIAL MEDIAPRE-LAUNCH.
This pre-launch social post highlights a key lyric and features our signature brown noise. Its lower frequencies help mask disruptive sounds and foster a calming atmosphere. The design, on a post-it note, reflects Sarang Kitchen’s corkboard community wall.
POST-LAUNCH.
The first of a series of five social videos where Sarang Kitchen's staff and friends share their perspectives on the album development and its expected impact on the community.
EMAILLAUNCH.
OUT OF HOMEPOSTERS.
Placed throughout the Dovercourt neighbourhood, these posters raise community awareness and invite people to visit and scan the QR code for instant access to the album, designed for on-the-go self-regulation.
CASE STUDY
The Sarang Kitchen 'Breaking Barriers' EP is a finalist at the 2024 London International Awards in the Music & Sound category, under 'Experiential Use of Music & Sound'.
Client: Sarang Kitchen
Agency: Innocean Canada
Audio: Grayson Music, Jazz Hands Music Place
List of full credits here.