PIMS × Happy End · identity and packaging
A café and a bar with a deliberately suggestive name, one visual language, and a packaging piece designed to be photographed.
Role
Identity and packaging design
Deliverables
Hero motif, pattern system, dine-in and delivery packaging, print-ready dielines
Constraint
Provocative enough to be honest, safe enough for press and a delivery bag
A wink, not an elbow
PIMS is a playful café; Happy End is a bar whose name is a joke it fully commits to. The collab needed one visual language that amplified both, without either brand disappearing and without becoming something a local publication would decline to photograph.
The hero piece
The sandwich box works in two parts: the top carries a cropped image, the bottom completes it with PIMS mascots inverted. Neither half is provocative alone; assembled, the joke lands. It became the most photographed item of the collab.
The unglamorous half
Colour separations worked through with the printers, selective UV on hero elements against matte stock, and vendor-ready dielines. It survived wet delivery bags, and the rollout had no production surprises.
Local press wrote about the design, customers posted it themselves, and nobody had to be asked to photograph it.
