We love seasonal work that invites us to push boundaries—whether it’s dialing up the festive spirit or leaning into something a little darker. With Framily and Krampus, Onyx Coffee Lab’s annual holiday blends, we get to do both.
These two coffees aren’t just seasonal releases—they’re recurring characters in the Onyx universe. Framily celebrates warmth, connection, and joyful chaos. Krampus? A little more… twisted. Each year, we revisit these two blends with new creative direction, updated packaging, and a visual storytelling campaign that balances tradition with surprise.
Our role is to make sure they hit every single time.
Campaign Work with a Returning Cast
Framily and Krampus are built around strong, opposing personalities—which makes them a dream to work with from a branding perspective. Our job each year is to honor what people already love about them, while pushing the visuals and content to feel fresh and exciting.
Our work includes:
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Seasonal refreshes, including updated packaging, illustrations, and storytelling copy
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Product photography and video content, styled to reflect each blend’s unique vibe
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Social-first campaigns, featuring themed visuals, animations, and platform-specific messaging
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Web, email, and retail visuals designed to drive excitement and quick sell-through
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Tone of voice development, giving each blend a distinct personality that connects across channels
With every iteration, we get to dive deeper into what these blends mean to Onyx fans—and how we can evolve their presence without losing their soul.
Framily: The Good Kind of Chaos
Framily is Onyx’s take on what happens when found family, wholesome holiday celebration, and specialty coffee collide. It’s warm and comforting—with a little bit of sparkle. The branding and content lean into joy, tradition, and full-hearted celebration.
Think cozy chaos and mismatched aesthetics that somehow feel perfectly right.
Our goal with Framily is to make people smile—whether it’s through playful content, nostalgic tones, or packaging that feels like a holiday party on your counter.
Krampus: The Naughty One
Where Framily brings subtle warmth, Krampus brings a little more flame. It’s brooding, complex, and a little indulgent. Each year’s Krampus campaign is a chance to create something darker and more experimental than anything else in Onyx’s lineup.
The packaging and visuals often play with gothic tones, folklore, and cinematic lighting—sometimes with tongue-in-cheek horror references, other times leaning into mystique and richness.
For us, Krampus is where we stretch creatively—bringing edge to a season that’s often all sweetness.
A Holiday Tradition That Grows With the Brand
What makes this work special is how these blends have become part of the seasonal rhythm of the Onyx brand. Customers anticipate them. Cafes plan drink specials around them. And the Onyx team rallies each year to make them better than the last.
As Specialty Creative Co., we’ve grown with these products—expanding the visual toolkit, sharpening the storytelling, and helping cement their place as essential to the holiday coffee calendar.
Why We Love This Work
Framily and Krampus are reminders that not all seasonal campaigns need to play it safe. Done right, they can be playful, moody, bold—and most importantly, memorable. That’s what we’re here to do: create work that leaves an impression, year after year.