Shake Shake Unveils New Globetrotting Holiday Packaging
by Rudy Sanchez on 12/06/2022 | 2 Minute Read
For the past nine years, fast-casual restaurant chain Shake Shack has whipped up holiday packaging like takeout bags and cups as a way of holiday cheer to its customers worldwide.
In previous years, Shake Shack has turned to more traditional holiday themes around gingerbread folks, winter escapades, and ugly sweaters. But for 2022, Shake Shack’s design and production teams, led by art director Cathie Urushibata, focused on the brand’s international reach by featuring different cities worldwide. Shake Shack has over 385 locations, with over 100 locations outside the US.
“We initially wanted to focus on the theme of sending holiday cards and letters to friends and family near and far, but as we continued to ideate, the various cities became our focus,” Cathie said. “The effects of the pandemic are still on our minds. The access to travel and visiting friends and family also factored into our desire to showcase the global cities. On the design, we kept the aesthetic from the packaging we created last year, which featured retro but modern illustrations to give a nostalgic vibe.”
The holiday packaging uses a monochromatic color palette that features Shake Shack’s signature green. Five cities get represented—Los Angeles, Austin, Miami, Shanghai, and Seoul—and each illustration is a retro-style rendition of each town. Items representing the city, landmark buildings, or objects like guitars and surfboards give each holiday setting a unique, local flavor. Classic festive graphics like snowflakes and trees are interspersed throughout and strengthen the seasonal theme, while the original postcard idea can be seen as a stamp in the middle of the bag and on the cup.
“We opened our first international Shack in Dubai in 2011 with just seven US Shacks then,” Urushibata said. “Whenever we open in international markets, we focus on remaining true to our core brand while incorporating the local community and flavors. We’re often running different campaigns around the globe and unique regional items that are not available at all Shacks, so we enjoyed bringing these various cities together, and we’re excited to offer this holiday packaging globally.”
The holiday season looks different worldwide, from sunny SoCal to snow-covered Seoul. But the holidays are a time to travel near and far to celebrate the season with family and friends. With that in mind, Urushibata and her team were inspired to showcase the season from five different cities with one commonality—they host Shake Shacks.