Panichii

A six-year strategic collaboration building Panichii’s visual identity and seasonal campaign system as the brand evolved from a pâtisserie to a lifestyle café.

Brand Identity

Visual Strategy

Art Direction

Immersive Branding

100+

organic user-generated

posts per month

28%

monthly revenue increase

in six months

41%

growth in

membership sign-ups

25%

increase in average

member reloads

Context

Visually driven lifestyle cafés have become destinations where openings draw long lines and generate social media buzz. Design here is not decoration, it is a business tool for foot traffic, user-generated content, and brand loyalty.

Coming from a fashion design background, I saw that the seasonal rhythm of runway collections could be translated into the café experience, and keep customers coming back.

What if a café, instead of only decorating for the holidays, evolved like a fashion brand? Each season could invite people to return, share, and reconnect.

Strategy

Panichii’s move from a luxury mall patisserie to a street-front café meant a new audience, new behaviors, and new brand expectations. The challenge was to reimagine the brand for a younger, more social, image-conscious audience while keeping its craft and quality at the center.

My solution was a long-term seasonal strategy:

Four seasonal and holiday campaigns a year, each with a fresh narrative while reinforcing a consistent identity.
A flexible Master Brand Visual System that anchors and applies from packaging to storefronts.
Each theme designed as a content trigger, encouraging repeat visits, social sharing, and a sense of belonging.

Scope:

Multi-year partnership covering identity refinement, seasonal campaigns, photography direction, and rollout across packaging, signage, café visuals, and digital channels.

Tone of Voice

Bold, trend-savvy, socially magnetic
Quality first, real ingredients.
Every season becomes a style moment to taste, see, and share.

Target Audience

Urban youth, 15–35, mid-to-high disposable income.
Value health, quality, and personalized experiences.
Blend dining with social sharing as part of their lifestyle.

Design Principle

Crisp, contemporary visual foundation built to flex with seasonal and thematic campaigns.
Infuse products and spaces with originality, a sense of care, and seasonal exclusivity.
Make each theme a social conversation starter, leaving customers eager to see what’s next.