Panera Holidays

Each Holiday season, Willoughby helped celebrate the magical season at Panera by concepting, art directing and designing packaging and campaign. Each season builds on the last, leveraging the Panera brand and providing some delight during a busy and bustling season. I led the team to concept, refine and execute the complex system of packaging and in-store POP in conjunction with the advertising agency, internal marketing and photography teams.

CREATIVE DIRECTOR: Zack Shubkagel COPYWRITER: Megan Stephens, Lisa Correu ART DIRECTORS: Kevin Garrison, Jessica Carpenter, Cat Coquillette

CONCEPTING | ART DIRECTION | ILLUSTRATION | PACKAGING | CAMPAIGNS

Holly, mistletoe and evergreen branches are woven into the 2015 Holiday theme, “Good Food Feeds the Season,” that features a simple green and white palette with natural craft paper as the background. It’s a reminder that Christmas doesn’t always have to be glitzy and loud.

Minty, Merry Wonderland

To celebrate the Holiday Season, we set the mood in minty and frosty hues. A proprietary Holiday motif was stenciled on linens and in powdered sugar. The frosty hues set off the warm vibrant food. Willoughby art directed this campaign shot by Eva Kolenko.

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