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MIXT Seasonal Campaigns
2024-

MIXT has the unique opportunity to reintroduce itself with biannual seasonal campaigns that spotlight new menu items and seasonal occasions, for which we develop unique identities that stay rooted to the core brand, but thematically extend beyond it. I set guardrails for how to use new palettes, display fonts, and other graphic extensions intentionally to create visual excitement and promote new menu offerings across channels.
Branding: Eammon LaMonica
Art Direction + Strategy: Eammon LaMonica, Sara Young
Design: Eammon LaMonica, Laura Shelton
Copywriting: Eammon LaMonica
Photography: Elysa Weitala, Ally Kroeckel, Brendan Garis


Picnic 2024:Spring and summer campaigns are referred to by the greatest activity during the end of Daylight Savings: the Picnic. MIXT’s two bestsellers, the Peachy and Elote salads, are tried-and-true menu heroes. But the path to broaden the palettes of menu veterans isn’t always clear—enter the Chicken Curry Salad Bowl, Madras Sandwich, and Spicy Falafel Bowl.

This season, we focused on integrating the referential geometric frame as a visual asset while grounding the campaign with pastels that evoke feelings of nostalgic summers’ past. Additionally, we hosted MIXT’s first-ever lifestyle photoshoot in Sonoma to refresh our assets to enhance the theme with a more editorial look and feel come midsummer.








Cozy 2024:In late Fall, we do it all again by swapping out spring and summer offerings for a new set of fall and winter seasonal ingredients. We also capitalize on these cooler months by highlighting our warm bowl offerings and activating new partnerships that situate MIXT among its ecomm and lifestyle peers.

For Cozy 2024, MIXT unveiled the Barbecue Bowl, the Smokey sandwich, and two brand new salads: the Brussie, and Jing’s Chili Crisp. With less classic food photography at our disposal this season, we coupled a checkerboard pattern with a set of vibrant primaries and leaned into lifestyle photography that spotlighted indoor group and catering scenarios. Strategically, this allowed us more flexibility to our asset package, integrating the beloved Blackened Chicken doodle as well as patterns from our new partner, Fly By Jing.







Picnic 2025:Although Picnic 2025 would primarily celebrate the return of the Peachy and Elote salads, the main challenge lied in pulling off a successful seasonal activation while simultaneously rolling out new uniforms, launching an updated app, kicking off a partnership with the Golden State Valkyries, and opening our 22nd store, all within two weeks.

With a few seasons under our belt, however, we naturally increased our lead time this season, making way for a more holistic storytelling strategy. MIXT identified opportunities to lean further into the “in-house, from scratch” narrative and hone in on visual differentiators like our signature octagonal bowl. Picnic Season distinguished itself with a swirl pattern derived from our main logomark as well as a bright palette elevating the high-quality food and ingredient studio photography. Our approach for this season paid off with a renewed form factor for our print menus and a straightforward identity linking our Valkyries and new store opening campaigns altogether.



© 2025

Featured:  ① MIXT—Core Brand     ②  MIXT—Seasonal     ③ Current Foods