Krispy Kreme Panama · National Holidays Packaging Band

In November, Panama’s patriotic month, every brand dresses in red, blue and white. Krispy Kreme, an international brand, needed to celebrate the holidays authentically and without falling into the generic, right at the launch of its Mini Doughnuts.

Bringing the celebration to the packaging, not just to social media. The band travels across the country in a single line: the canal, the city skyline, Casco Viejo, the Panamá Viejo tower, beaches, mountains and national wildlife such as the harpy eagle and the golden frog. That way the box becomes an object of local pride that people photograph and share. The “Felices Fiestas Patrias” seal is the visual centerpiece and ties the design to the campaign (“Pequeñas como mi Panamá, pero grandes como su gente” — small like my Panama, but great like its people).

Illustrated band for the doughnut packaging (Patriotic Month edition), a commemorative seal and its application across social media pieces.

The two Instagram posts featuring the packaging got 298 and 141 likes.