There’s something uniquely special about the high street at Christmas - the glow of twinkling lights, the bustle of last-minute shoppers, and the promise of festive treats. For seven years, I had the privilege of working with Pret A Manger to design their Christmas campaigns, bringing a little extra joy to one of the most eagerly awaited times of the year. Two standout years, 2020 and 2021, remain close to my heart as moments when design truly transformed the holiday experience.
A Fresh Perspective for 2020
In 2020, the world was still finding its feet amidst uncertainty, and for Pret, it was a year of reinvention. Earlier in the year, the launch of Pret’s coffee subscription had introduced a bold new colour palette and editorial style to the brand. The challenge was to extend this fresh identity into the festive season while keeping true to Pret’s charm.
At the heart of the 2020 design was a snowflake - not just any snowflake, but one inspired by Pret’s iconic star. We began with a symmetrical snowflake, expanding it into a repeating pattern that played with negative space and abstract forms. The result was a design that felt familiar yet entirely unexpected. The colour palette broke away from traditional Christmas tones, embracing coral reds, pastel blues, and soft oranges - a Scandinavian-inspired twist that balanced warmth with sophistication.
These patterns adorned everything from coffee cups to sandwich packaging, with a strategic simplicity to help customers spot festive favourites at a glance. The big, bold snowflakes weren’t just designs; they were invitations to hold, photograph, and share - a modern take on festive cheer that lived as much on Instagram as it did in-store.
Lighting Up 2021
If 2020 was about creating warmth, 2021 was about sparking joy. For this campaign, the inspiration came from fairy lights. There’s something inherently magical about those glowing strands, and we wanted to capture that sense of wonder in a way that felt uniquely Pret.
The lights were illustrated with a handcrafted feel, echoing Pret’s artisanal roots. Each bulb carried a tiny Pret star, a detail that tied the design back to the brand’s DNA. From coffee cups to sandwich boxes, the designs were brought to life with deep, bold colours contrasted by pastel tones, creating an illuminated effect that brightened shelves and lifted spirits.
But it wasn’t just about the aesthetics - it was about creating moments of delight. Hidden details, like a smiling Melvin the Gingerbread Man tucked inside sandwich boxes or subtle plug points connecting the lights, added an element of surprise. These small touches invited customers to pause, smile, and share a little festive joy.
Designing for Delight
Both campaigns were about more than just looking good; they were about creating connections. Whether it was a snowflake pattern sparking a makeup tutorial on TikTok or fairy lights shining a spotlight on Pret’s charitable foundation, these designs aimed to bring meaning to the season. They were tactile, shareable, and distinctly Pret.
The Legacy of Festive Design
Reflecting on these two years, I’m reminded of the power of design to tell a story. Christmas on the high street is more than just a retail moment; it’s an opportunity to create experiences that stay with people long after the last Pret mince pie has been eaten.
The designs from 2020 and 2021 weren’t just about festive flair - they were about pushing boundaries, finding beauty in the unexpected, and, above all, spreading a little joy. As these campaigns came to life in shops, on social media, and even in customers’ homes, they showed how thoughtful design can make Christmas just a little brighter.
To see more of these projects, visit my project page or watch the behind-the-scenes videos on YouTube.
Discover more of my design journey and how creativity can transform a brand at playrich.co.uk.