Creative Direction
Packaging Design
Photography

Celebration Caffe is the annual holiday blend of Allegro Coffee, which is available for purchase online and at Whole Foods Market stores all across the country. Every year, the coffee blend, packaging, and promotional strategy are updated to keep up with market trends and annual changes. The primary goal for this season was to increase sales in our physical stores, so we built our creative strategy around various occasions, celebrations, and activities that take place during the holidays.

I initiated the creative process by collaborating with our marketing team to identify the emotions and behaviors that would drive the creative strategy. The campaign creative includes a design toolkit and Art Direction of a multi-day photo shoot, which is used to develop signage, advertising, and digital campaigns.