Panera taps viral TikTok creator to help design ‘Ugly Holiday Cup’
(NEXSTAR) – TikTok’s favorite graphic designer is helping Panera put the ‘ugly’ in its ‘Ugly Holiday Cup Collection’ this season.
“We are excited to do something different from the rest this year with the launch of our Ugly Holiday Cup 2021 collection in collaboration with the TikTok sensation, Emilie Zugay” said Eduardo Luz, Chief Brand & Concept Officer of Panera.
Luz said they chose to work with Emilie Zugay to remind customers that it’s “what’s inside – the gift of unlimited premium Panera coffee – that matters most.”
Zugay, who has gone viral with her hilarious redesigns of famous logos, posted the first of her satirical videos on TikTok in September. His deadpan delivery – coupled with his unique and deliberately questionable design suggestions – made it an instant hit. Some national brands, including McDonald’s, have even changed their social media branding to reflect his designs…at least temporarily.
“Panera approached me about doing a paid collaboration shortly after my satirical graphic design content started to take off,” Zugay told Nexstar. “I love Panera and I loved the idea they came up with, so I couldn’t turn it down. Something about being able to put a goofy twist on holiday mugs definitely appealed to me!”
Zugay, a 2019 graduate of the University of Wisconsin-Stout with a bachelor’s degree in entertainment design, said she didn’t expect her videos to “explode” the way they did, but she spends a good time with the concept.
“Using knowledge of design dos and don’ts helps me make a design look as bad as possible while being intentional about it so it works well,” he said. she stated.
For Panera’s holiday mug collection, Zugay created four different satirical designs. She tapped into her TikTok persona to provide Nexstar with a description of each.
“First, we have the Snowflake Cup design. It’s a classic. It’s covered in neatly rendered snowflakes and I’ve labeled each one so people know they’re snowflakes. You have probably heard that every snowflake is different and beautiful in its own way. A bit like me. I would choose to be the snowflake in the middle because it’s special.
“Second, we have the design for the Snowman Cup. I made a game out of it. There are eight different snowmen and you have to find the difference in how each snowman looks. I wanted people to know. entertain for endless hours while sipping their delicious Panera coffee.
“Third, we have my Classic Holiday Cup design. It has all the holiday aspects that everyone loves, like a candy cane, gingerbread man, and coffee beans under the tree. ‘Healthy’ and ‘beautiful’ are two words I would use to describe it.”
“Last but not least, we have the ‘Raindeer Cup’ design. I have included beloved and well known reindeer characters such as Vicky and Dance. I studied reindeer anatomy to a T for this one. I wanted to make sure they looked as realistic as possible and I think I knocked it out of the park.
Coffee lovers can enter for a chance to win a set of Panera’s limited-edition reusable “Ugly Holiday Cups” on PaneraUglyHolidayCups.com now until December 6.