We’re often tasked with helping brands express themselves in ways that are bold, beautiful, and unexpected. But every once in a while, we’re invited to help bring something truly iconic to life.
The Peanuts x Onyx Coffee Lab Holiday Collection—anchored by the launch of the Peanuts Instant Advent Calendar—was one of the most complex and rewarding product collaborations we’ve taken on to date. It brought together beloved characters, a brand-new product category, and the pressure of holiday timelines… all wrapped in a nostalgic bow.
From product design to content production to multi-channel campaign strategy, our team was responsible for shaping the entire experience of the collaboration—creating a collection that felt both familiar and fresh, joyful and intentional, collectible and delicious.
Launching a New Product Through a Cultural Lens
At the heart of this collaboration was Onyx Instant—a specialty-grade, freeze-dried coffee product that allowed Onyx to reach new audiences through convenience and accessibility.
We helped craft a strategic entry point for this product by pairing it with one of the most trusted and beloved franchises in pop culture: Peanuts. Rather than treating it like just another coffee release, we positioned the Peanuts Instant Advent Calendar as a moment—an experience built for discovery, ritual, and delight.
We guided Onyx through:
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Strategic product positioning: How do we make instant coffee feel premium and playful?
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Brand alignment: How do Onyx and Peanuts speak to the same audience in different ways—and how can we bring that voice together?
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Format development: What does an Advent calendar for instant coffee look like? How do we balance form, function, and emotion?
Full-Scope Creative Execution
With the concept locked, we took the reins on creative execution across every element of the collection:
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Product and packaging design for the full collection, including the calendar itself and all accompanying items
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Illustration and Peanuts integration, ensuring the artwork honored both the Peanuts legacy and Onyx’s visual identity
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Custom content creation, including photo and video shoots and stylized holiday campaign assets
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Web, email, and retail support, ensuring the full experience felt cohesive and celebratory
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Social storytelling and rollout
We worked across multiple departments, licensing approvals, and internal teams to deliver the entire campaign under tight timelines—ensuring quality, clarity, and consistency throughout.
More Than a Collab: A Strategic Moment
The Peanuts x Onyx campaign wasn’t just about moving product—it was about expanding audience reach, testing a new category, and giving loyal customers something unexpectedly delightful. And for us, it was an opportunity to flex our full skillset:
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Brand storytelling
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High-volume content production
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Licensing collaboration
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Seasonal campaign strategy
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Visual merchandising
In short, it was a campaign that let us do what we do best: turn great ideas into great experiences—without compromising on detail, voice, or visual integrity.
