Spring Window Campaign Design for dm Drogeriemarkt Deutschland
For Germany’s leading drugstore chain dm Drogeriemarkt, I created a vibrant spring campaign window design under the theme “Genießen mit allen Sinnen” (“Enjoying with all senses”).
Why custom illustrations?
Many brands face backlash for using AI generated images (e.g. Coca Cola, Gucci, Valentino and more), because it feels soulless, sloppy and, to be honest, just cheap!
There’s so many brands we can turn to instead, why should anyone buy products from a brand that clearly doesn’t put in the effort to make the customer feel special?
And that’s exactly what custom illustrations can achieve. They transport emotions, make brands relatable and let them stand out against their competitors.
About the project
dm does a really good job at using the spaces they have to create a connection with their customers. Three times a year, they commission artists for their window illustration campaign.
For the spring 2025 campaign, I was asked to illustrate the campaign.
How I created the campaign
My task was to interpret the theme “Genießen mit allen Sinnen” (“Enjoying with all senses”) visually. For this theme, dm wanted to highlight their big range of of healthy and delicious products in the food section, without them being shown in a traditional “advertisy” way.
So I was thinking about how in spring it feels like the world outside awakens. People want to go outside and enjoy shared moments in the sun, with birds chirping and the smell of flowers around them.
Small details that make the difference
With this in mind, I thought about different ways people can connect over food, like a grandpa and his grandchild baking some birthday cupcakes, or some teens sharing a picknick.
But I also thought about playful ways to blend indoor and outdoor spaces and worked in foods in an unexpected way.
So the closer people stepped to the window design, they more details they got to explore! E.g. a spaghetto becoming a skipping rope, a bowl of cereal transforming into a water park, a tablecloth morphing into a picnic blanket. Birds and squirrels sharing crumbs and people dancing and swimming all expressing a feeling of belonging together and creating joyful moments.
In the beginning, I created two different sketches, that the client loved so much, they wanted to use elements of both in the final design
This is the final design, a 6m wide seamless pattern.
Where my designs were shown
I created a 6m wide seamless pattern for the shop windows. The design was screen printed onto adhesive foil and was applied to 2000+ dm shops all over Germany.
Then I illustrated the sticker for the shop doors. They are usually two part sliding doors, so I came up with a “lady and the tramp” idea of two people sharing a bowl of spaghetti. The cliend especially loved this idea!
Also part of the project were a paper bag design with two different motifs on each side, as well as a plastic bag design with one motif, that was flipped on the backside.
And last but not least, a shop poster. For the poster I had to create a design, that was adaptable to different sizes to fit the different display sizes that were available in different dm shops.
Client: dm Drogeriemarkt Deutschland
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