Mellow Mushroom is a restaurant franchise with 100 locations across the nation. The restaurants are known for their rich history, easygoing atmosphere and aesthetic distinctiveness defined by handcrafted art, an integral part of the Mellow Mushroom experience for 35 years. To capture the uniqueness and authenticity of the individual locations, Mode went on site to photograph employees, patrons and owners in their environments, as well as the ingredients, ovens, artwork, and overall atmosphere of the restaurants. From a custom hand-drawn typeface and nine unique preloaders to more than 100 layered and animated illustrations, every detail has been created uniquely for the Mellow Mushroom. Because individual Mellow stores have such passionate fan bases through Facebook, Twitter and industry forums/blogs, we built on social networking by integrating directly with Facebook, bringing each store’s status updates, events and photo galleries directly into MellowMushroom.com.