Pitaya Season was conceived as more than the introduction of new menu items.
It was designed as a mood, a color story, and a moment people could recognize, photograph, and feel part of.
The goal was to transform a seasonal ingredient into a cultural signal, playful, intentional, and unmistakably Happi.

— Campaign concept and creative direction

— Seasonal visual identity for Pitaya Season

— Custom-designed branded stickers applied to real pitayas

— Product launch storytelling for four pitaya-based items

— Editorial-style content creation (shot on iPhone)

— Feed design and visual sequencing

— Expectation-driven posts and stories
— Limited embroidered tee: Pitaya Season

A vibrant and playful visual universe built around pitaya tones, texture, and spontaneity.

Every element, from color to composition, was designed to feel organic, styled, and highly shareable, blurring the line between product, fashion, and culture.

Pitaya Season generated immediate engagement and curiosity, positioning Happi as a brand that creates moments, not just menu items.
The campaign reinforced community participation and elevated the brand’s presence through visual storytelling rather than traditional promotion.