Christmas 2025
85°C Bakery
360 Campaign Design
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Digital & Print Design
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Product Photography
For this holiday season, I created a comprehensive 360° campaign to launch 85°C’s five signature Christmas cakes and a limited-edition holiday mug. My creative vision was to depart slightly from the standard brand aesthetic to embrace a vintage, traditional, warm, and welcoming vibe that matched with the spirit of Christmas. By blending a rich, desaturated palette of crimson, forest green, and warm beige with tactile paper textures and elegant script typography, I created an inviting atmosphere that felt both fresh for the brand and nostalgic for the customer. From the initial photography of the products to the final digital ads, every touchpoint was designed to weave a cohesive holiday narrative that felt like a warm invitation to celebrate.
The Challenges and Strategic Solutions
Compositional Balance with Multiple Hero Products
The brief required featuring all five promotional cakes in a single frame without the layout feeling overcrowded. To solve this, I photographed each cake individually in a controlled studio setting. This allowed me to digitally composite and arrange them with precision, providing the flexibility to create balanced, airy compositions that highlighted the craftsmanship of each cake while leaving ample room for promotional text.
Global Consistency across Localized Store Needs
Because different store locations offered varying product selections (some with three cakes, others with five), I developed a modular design system. I created a toolkit of shared design elements including background textures, festive illustrations, and typographic styles that allowed me to quickly iterate versions of the window clings and signage that felt identical in spirit but were tailored to each store’s specific inventory.
High-Volume Campaign on a Tight Turnaround
To meet the aggressive holiday deadline, I streamlined the production pipeline by acting as both the photographer and the designer. By handling the image editing and asset creation simultaneously, I eliminated the typical “hand-off” delays, ensuring that the ideation-to-completion phase remained efficient without compromising the campaign’s premium aesthetic.
Window Cling
Designed with a modular approach, these high-visibility assets were tailored for each location’s specific cake offerings, ensuring a seamless and accurate customer experience from the moment they approached the store.
Floor Display
I utilized the campaign’s signature textures, color palette, and typography for these large-format pieces to ensure the brand journey remained unified from the entrance to the point of pickup.
In-Store Signage
Placed strategically at eye-level near the registers, these horizontal signs shifted the focus toward the “15% Off” promotion, using the vintage theme to make the discount feel like a special holiday gift.
Product Tags
To add a touch of whimsy, I introduced playful illustrations into these tags. Using desaturated holiday tones, they acted as “jewelry” for the cakes, sitting directly in front of the products to enhance the “cute and inviting” vibe.
TV Menu Boards
I extended the holiday aesthetic to the overhead LED screens. By coordinating the cake promotions with the drink menu boards, I ensured the entire digital display felt like one continuous festive canvas.
POS Display
These final touchpoints were designed to maintain the holiday spirit during the checkout process, ensuring the customer’s last interaction with the brand was as beautiful as their first.
Social Media Ads
I created series of campaigns for various social media platforms, and the examples below showcase two distinct sets of assets, optimized for both static posts and high-energy Reels to maximize the campaign’s reach and engagement across all digital platforms.
Design in Action
A curated series of “in-situ” photographs documenting the nationwide rollout, showcasing how the campaign’s vintage aesthetic transformed the physical store environment.
