By repositioning the brand as 'discover,' while making its extraordinary small-lot coffees accessible to all in an immersive and sensory experience.
I was hired as a Retail Coffee Packaging Designer, so my design duties focused on creating work for freestanding Starbucks stores. However, designers sometimes contributed to projects outside of the department. I was asked to contribute some sketch ideas for what the Starbucks Reserve Coffee offering would be like if we changed the packaging.
I studied the brand guidelines and came back the next day with some preliminary sketches. Fumi James, Creative Director, looked at the sketches and said, "OK, but what if you were an agency and you had complete creative freedom?" The only thing that must stay: the Star R logo.
I thought about environments that create an experience, a sense of discovery, a happy place for many. What if we created a very unique coffee experience through packaging that illustrated a small-lot, micro-blend coffee story? I showed my findings along with a sketch and a mockup, which led to getting a chance to work on every aspect of the project, later to find out it was a new Starbucks Reserve Roastery & Tasting Room experience.
Solution: Each coffee packaging features a one-of-a-kind design with a bold visual identity that entices customers to discover and try its unique flavors. The packaging system conveys discovery through a large, partially cropped Star R logo and flexibility to let designers interpret the origin and science + craft of each coffee lot through custom typography and art to be displayed on a takeaway card. The rebrand extends to the rest of the Roastery experience.
Awards: HOW 2015 In-House Design Award Winner
The Team: Fumi J. (Creative Director), Mike Peck. (Creative Director), Jeffrey F. (V.P. Global Creative), Jennifer S. (Creative Producer)
My Role: Brand Identity, Packaging, experience
Branding, Experience, Packaging
How Might We
Reposition a brand loved around the world for its exclusive and rare coffee beans?
Design system impacting customer experience in global destinations.
The Tasting Room & Roastery experience draws in global customers daily per location.