Bumbae christmas

Christmas drop for Bumbae focused on packaging, art direction, and handcrafted production. A special limited-edition project created for the Christmas campaign.

Action strategy and conceptual development

For the conceptual development of the project, I started with a completely original idea, conceived specifically for Bumbae’s identity and its irreverent, playful, and festive tone. The proposal stemmed from the intention to create a gift product that would function as a collector’s item, suitable for the Christmas season, while maintaining the brand’s signature bold and playful character. From this conceptual foundation, I developed a phase of visual exploration in which I analyzed seasonal packaging references, surprise box formats, and objects linked to festive rituals, seeking a balance between aesthetics, humor, and functionality.

The design process began with a series of sketches and format tests to find a packaging structure that would create a narrative experience: the box had to contain several levels of discovery, from the exterior presentation to the opening of the Christmas ornament. I experimented with different materials, volumes, and closure systems, adjusting proportions and testing multiple compositions until I arrived at a design that was compact, visually coherent, and easy to produce by hand. I also explored different possibilities for the interior, testing combinations of fillings, colors, and element arrangements to ensure the experience was clear, fun, and visually impactful.

Concept

On a conceptual level, the idea was to transform a traditionally decorative object (the Christmas bauble) into a surprise piece with the brand’s own humorous twist: a custom bauble that, when opened, revealed a red thong screen-printed with the phrase “serving cunt”. This expression, which comes from the English serving cunt and has been popularised by drag culture and the LGBTI+ community, is used to celebrate the self-affirmation, powerful attitude and overflowing confidence of someone who is ‘shining’ without asking for permission. Integrating it into this product reinforced Bumbae’s empowered and uninhibited tone, turning the drop into a direct nod to that festive and self-assured aesthetic.

The choice of the red thong was not accidental, but is anchored in a widespread tradition in Spain and other European countries: wearing red underwear on New Year’s Eve as an amulet of good fortune, passion and prosperity. This colour, historically linked to vitality and energy, is interpreted at this time of year as a symbol of renewal and the desire for an auspicious start. Integrating this tradition into the drop made it possible to connect the product with an easily recognisable festive imagery, reinforcing its status as a seasonal gift. By combining this symbolic load with the humorous and empowered twist of the phrase “serving cunt”, the piece acquired a double value: respecting popular custom while reinterpreting it from a current, ironic language fully aligned with Bumbae’s daring identity.

The end result is a conceptual object consistent with the brand, which combines humour, visual identity, Christmas symbolism and an unboxing experience woven from strategic design: a gift designed to surprise, entertain and fully fit into Bumbae’s attentive, daring and emotional narrative.

Production

The production was carried out completely by hand. The Christmas baubles were hand-painted one by one and customised with the brand’s logo, taking care of the finish and uniformity between pieces. The thongs were individually screen-printed, with the fixing and drying carefully controlled to obtain a clean and resistant result. The boxes were assembled manually and filled with white streamer paper to provide texture, protection and a festive look to the packaging. Each box included a small transparent envelope with merchandising stickers, in addition to the printed information brochure. To complete the campaign, a small photo shoot of the final product was held and two stop-motion videos were produced for social media, underlining the fun and artisanal nature of the project.

Graphic pieces

The drop included a gift box designed to contain all the elements with a compact and neat presentation. Inside was a transparent envelope with stickers printed on coloured adhesive vinyl, a hand-painted Christmas bauble, a red thong screen-printed on elastic fabric and a mini brochure printed digitally explaining the concept of the product and the tradition of the colour red at New Year. All the pieces were designed and produced in keeping with Bumbae’s visual identity, maintaining consistency between colour, graphic tone and handmade finish.