Saxbys is a hospitality company based out of Philadelphia. With their unique Experiential Learning Platform, student are able to run their own cafe on their college campus and learn real world experience, outside of the classroom. Specializing in Cold Brew and Grilled Cheese, Saxbys is a campus staple.
At Saxbys, I am the Senior Creative Manager and have been able to grow the brand through art direction, print and digital design, photography and editing, social media and marketing.
Cold Foam: Not only does Cold Foam look cool, it also adds so much fun and flavor! At Saxbys, you can now add it to any iced drink. Go on, top it off with Cold Foam!
My Responsibilities: For this campaign, I wrote the creative brief which was centered around the idea of celebrating every win, no matter how big or small, with Cold Foam. The main idea is centered around a “champagne-like tower” but with each of our drinks, to show that Cold Foam can be added to any iced drink on the menu. From there, other assets were created to show the fun drip of Cold Foam and cheersing to bring in that fun and celebratory element.
I conceptualized the creative and worked with a photographer to bring the vision to life. From there, I created the lockups and sized the images for all in-cafe and social assets.
In-cafe Signage:
The Saxbys Hall of Greats: Saxbys is known for five main items; Vanilla Bean Cold Brew, Strawberry Rush Energy Drink, Breakfast Burrito, Buffalo Chicken Grilled Cheese and the French Toast Muffin. To celebrate their iconic natures, we decided to have an entire campaign around their greatness.
My Responsibilities: For this campaign, I wrote the creative brief which was all about Saxbys’ top 5 items. I wanted the creative to be iconic and evergreen, so that we could always celebrate how amazing these items are. From this came The Saxbys Hall of Greats. I wanted each item to stand out, giving them each their own logo lockup and color way. I then worked with a photographer to take the images for all signage. From there, I designed the creative and sized it for all in-cafe signage and social.
In-cafe Signage:
Heroes Eat Burritos: Saxbys’ Breakfast Burritos are one of the top selling breakfast items. We wanted to remind students about how amazing they are with the introduction of a Habanero Steak option and also Gluten-free tortillas. Our Burritos are packed with tots, eggs and cheese and now with these two new add ons, everyone is going to be raving about Saxbys’ Breakfast Burritos.
My Responsibilities: For this campaign, I started with the creative brief which was all about how Breakfast Burritos are the perfect way to start any day. Be the real hero of your friend group and supply them with a Breakfast Burrito stuffed with eggs, tots, cheese, and so much more. From here, I came up with a comic book theme. Nothing says “hero” more than a comic book character. I had so much fun illustrating the main visual, which then turned into engaging Instagram and TikTok content.
In-cafe Signage:
New Year, New Energy: Saxbys is more than just amazing Cold Brew and Grilled Cheese. They are now entering the energy drink market with a natural and zippy drink! With three flavors, OG, Orange Cream and Strawberry Rush, the Maté Spritz is bound to give you the energy that you need.
My Responsibilities: Coming up with an entire new product was such a creative challenge. I started with brainstorm sessions to name the drink and after about 100 ideas, we landed on Mate Spritz. The drink is made with Yerba Mate and then playing of an Aperol Spritz and the layered nature, the name just made sense! From there, I wrote the creative brief and started to design. I wanted to show a splash, emphasizing the energy that this drink would give you and while working with a photographer, we were able to accomplish some amazing splash images. The campaign launched in August, when students were coming back to campus, so that is where the tagline of “New Year, New Energy” came into place. I wanted students to come back to the semester, ready to take it on with our energy drink.
For the final creative, I painted the backdrop in a swirl motion to give off an energy-movement feeling. I then worked with a photographer to take the pictures for all assets which I sized for in-cafe signage and social.
In-cafe Signage:
Breakfast Grilled Cheese Campaign: Saxbys thrives at making Grilled Cheese, and wanted to expand this line into their breakfast offerings. This rollout included new Breakfast Grilled Cheese, Avocado Toasts, and Breakfast Burritos.
My Responsibilities: Concept the idea. Run the photoshoot. Take the images and Photoshop them into my design. Size for all assets. Work with the printing company and make sure that every cafe got their assets.
Concept: I wanted to bring in sunrise colors to really make the products pop. Along with the colors, I came up with sayings that our demographic (Gen Z) would resonate with and feel as though they have to go get these products.
In-cafe Signage:
LTO Green Bean Casserole Grilled Cheese: Saxbys brought a taste of Thanksgiving to the cafes with this limited time Green bean Casserole Grilled Cheese.
My Responsibilities: Concept the idea. Take the photos. Photoshop the images them into my design. Size for all assets. Work with the printing company and make sure that every cafe got their assets.
Concept: Levitating photography has always been an interest of mine. With a Grilled Cheese as different as this one, it was a great opportunity to test it out. I wanted to be able to show every ingredient while also bringing in the nostalgia that Green Bean Casserole has.
In-cafe Signage:
Behind the Scenes:
Tropical Matcha Campaign: As the semester ends, students are dreaming of vacation, so we launched Tropical Matcha drinks to help them get through the rest of the school year.
My Responsibilities: Concept the idea. Run the photoshoot. Take the images and Photoshop them into my design. Size for all assets. Work with the printing company and make sure that every cafe got their assets.
Concept: At the end of the semester, students are daydreaming of their summer plans. I brought in subtle clouds to bring those daydream vibes along with phrases that make you feel like you need to take a pause and go try these new products.
In-cafe Signage:
Team Member Uniforms:
