Spring Window Campaign Design for dm Drogeriemarkt Deutschland
For Germany’s leading drugstore chain dm Drogeriemarkt, I created a vibrant spring campaign window designunder the theme “Genießen mit allen Sinnen” (“Enjoying with all senses”). The design merges artistic storytelling, brand values, and seasonal energy to delight customers and invite them into the store.
The Brief
Three times a year, dm commissions artists to create eye-catching window illustrations. For spring 2025, I was asked to visually interpret the joy of springtime — a season of outdoor living, fresh air, and sensory experiences — in a way that feels engaging and authentic, not like traditional advertising.
I asked myself
“How can the design capture the essence of spring, tell a story, and spark positive emotions while staying true to dm’s brand identity?”
My solution
I visually blended indoor and outdoor scenes, showing how life naturally shifts outside in spring.
Through playful scale changes and layered foreground/background elements, I created illustrations with bold focal points to catch attention and hidden details to reward closer viewing.
Through playful scale changes and layered foreground/background elements, I created illustrations with bold focal points to catch attention and hidden details to reward closer viewing.
These are my initial sketches & the final sketch, which is a combination of the two
Key Visual Storytelling Moments
A spaghetto becoming a skipping rope — connecting food and play
A bowl of cereal transforming into a water park — joy in everyday life
A tablecloth morphing into a picnic blanket — indoor to outdoor living
Scenes of a grandpa and his grandchild baking together, birds and squirrels sharing crumbs and people dancing, swimming, and picnicking outdoors — all expressing togetherness, joy, and sensory delight
Deliverables
6m repeat pattern for window display
Shop door sticker (split in the middle)
Paper bag designs (two motifs)
Plastic bag design (one motif)
Shop poster (adaptable to different sizes)
Client
dm Drogeriemarkt Deutschland – Germany’s most popular drugstore chain, known for its commitment to quality, sustainability, and positive customer experiences.
March – June 2025
dm spring window campaign illustration
dm paper bag
This is the final shop window design
This is the design for the sliding shop doors. The pink box shows where the design is parted in the middle, when the shop doors open.
Part of the campaign were designs for plastic and paper shopping bags. For the paper bags I created two different designs. One of them I adapted for the plastic bags. Since they are slightly see-through, the illustration had to be flipped on one site.
This is an article that was published in the alverde-Magazin march issue about the window shop design and my thoughts behind.
In addition, my illustrations were used for shop ceiling elements & postcards.
Do you have a project in mind?
