Panichii

A six-year strategic design collaboration with Panichii, a boutique patisserie that transformed into a lifestyle café. I led the brand’s visual growth through identity systems and seasonal campaigns that drove strong social engagement and local market influence.

Brand Identity

Visual Strategy

Immersive Branding

Emotional Engagement

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 apply to cafés. McKinsey reported in 2023 that post-COVID consumers increasingly seek emotionally rich, visually immersive spaces.

What if a café, instead of simply 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 for a younger, socially driven demographic that values taste, visibility, and emotional connection.

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.

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.