Panera Bread “Unlimited Coffee”

MyPanera+ Program Launch
Creative Director
2020

MyPanera+ Coffee was a new subscription program built around a simple proposition: unlimited coffee for a monthly fee. Launching it required more than a campaign — it needed a distinct identity and customer experience that could live naturally within the Panera brand while making the new program immediately understandable and desirable.

As Creative Director, I led the creative development of the launch and worked hands-on across the identity system, campaign art direction, photography, collateral, and café execution. I designed the MyPanera+ Coffee mark and broader visual system, art directed the photography, and developed much of the launch material directly while partnering with Panera’s internal design team and café operations to bring the program to life across physical and digital touchpoints.

I selected photographer Misha Gravenor to shoot the campaign and partnered with external agency Playground to help extend the system across the full launch.

The result was a cohesive brand experience that introduced an entirely new business model for Panera through a clear, recognizable identity — from digital communications and campaign imagery to in-café signage, merchandising, and the customer experience itself.