NavigateMENU / 04
More
Elsewhere
Case study
Marketing Gone Maisie!
Brand
Creative
Strategy
Marketing
Website Design
Maisie Eatery brought something new to Calgary's Sam Centre: an elevated all day eatery with a cheeky, fairy tale heart.
We built the whole brand, from name and packaging to website and launch, and it went on to win three MUSE Creative Awards.
Detail
Who is Maisie?
Maisie Eatery arrived as an unknown name attached to a very known one. Built in partnership with the Calgary Stampede Foundation, it needed to carve out its own place in the city: an elevated all day spot that Calgary was missing, with breakfast and lunch, cocktails and sweet treats, and a menu that changes daily.
The name is personal. Maisie was the figurehead who first inspired the Executive Chef to cook, a woman who fed fairy cakes to the people she loved as little tokens of care. In a building where every gallery is named for a Stampede legend, Maisie became the only space named after a woman.
Field note
A place worth the photo.
We built Maisie from the ground up, then built it into the room. Inside the Sam Centre the eatery reads as unmistakably hers: soft blue millwork, the script mark overhead, a bright and open counter.
Guests do not need a ticket to visit. They just wander in, and more often than not they photograph it before they order.
Detail
What we built.
A full brand, not just a logo. From the first sketch to the last van, everything came out of one idea:
- Name, story and full visual identity
- Brand guidelines and the fairy illustration world
- Custom packaging across coffee, catering and treats
- Website design and launch
- Signage, billboards and van wraps
- Uniforms, PR and campaign planning
Field note
A cheeky little world.
At the centre of it all is a cast of mischievous fairies. Drawn from old world lore but a little more playful, they jump, twirl, drink and dance across everything Maisie makes.
They carry the rally cry too. Grab the extra cake, order the second drink. It's okay to go a little Maisie.
Recognition
Recognized for the work.
The branding and packaging did not just land with guests. They landed with the judges too.
3×
MUSE Creative Awards
BrandingPackaging
In their words01 / 01
I am never letting these guys go.
Barbara Spain
Executive Chef
Measured outcomes
The numbers.
- +75%
- more engagement and user generated content
- 10+
- media mentions across Calgary
- +50%
- lift in positive Google reviews
- Daily
- lineups for an ever changing menu
01
02
03
04
Detail
Then it grew.
After launch we kept the momentum going with events and campaigns: intimate tastings for media and influential Calgarians, showcases for event planners, gifting and steady social media.
The brand has since launched catering and events to the public, widening its reach and cementing Maisie as a go to for something a little different.
In closing
A little magic, still on the menu.
We do not work with Maisie day to day anymore, and that is the quiet proof of a brand done right. It stands on its own now, still drawing crowds on 17th Ave with the delicate packaging they line up to photograph.
