Krabby Patty Kollab

In celebration of SpongeBob’s 25th anniversary, for the first time ever select celebrities, restaurants, and chefs will brought over 100 interpretations of the infamous recipe to life in over 250 local restaurants across New York City, Los Angeles, Chicago, Dallas, Atlanta, San Francisco, Seattle, Miami, Las Vegas, Toronto, London, and Mexico City, as well as Wendy's locations nationwide. Fans were able to sample a wide-variety of different interpretations of the Krabby Patty, including dumplings, falafel, pizza, burgers, doughnuts, and ice cream. 

At the center of the campaign was the delivery box – the vehicle which all restaurants would use to hand off their krabby patty. It was designed with the Spongebob 25th anniversary look in mind, in partnership with Paramount+, to feel like a premium collectible food item that drove viewership back to the streaming platform. 

The full Kollab included the take out box , four different burger wrappers, and fry box. We then photographed the box and created marketing materials for the independent restaurants to promote the Kollab on their socials. 

Disciplines Covered

Brand Identity // Packaging // Vendor Management

Credits

Design Director, Nickelodeon // Jane Trieu

Associate Art Director, Nickelodeon // John Kutlu

Designers // Madeline Persson, Tiffany DeJesus

SpongeBob Illustration // Grand Chamaco