Starbucks Ready-to-Drink Cold Brew Packaging
This work is associated with the actual brand and was executed during my tenure at Landor & Fitch.
The project was a dynamic and exciting opportunity to collaborate with a brand we all know and love. Starbucks, renowned for its commitment to crafting exceptional beverages, entrusted us to create packaging that not only captured the essence of their cold brew offering but also conveyed a sense of energy, modernity, and craftsmanship.
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The primary objective of this project was to design packaging that resonated with consumers on multiple levels. We aimed to:
Energize Consumers: Starbucks Cold Brew is not just a beverage; it's an experience. Our packaging needed to infuse the consumer with a sense of energy and anticipation, mirroring the refreshing and invigorating nature of cold brew.
Embrace Modernity: To remain relevant in today's market, we strived to create a modern look that would appeal to contemporary consumers while staying true to Starbucks' timeless brand.
Celebrate Craftsmanship: Cold brew is crafted with precision and care, and we wanted the packaging to reflect this commitment to quality. It was essential to communicate the artisanal nature of the product.
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Several key design elements allowed us to successfully hit these objectives:
Handcrafted Pattern: The packaging features a distinctive pattern that feels handcrafted. This unique touch adds a personal and artisanal dimension to the overall design, reinforcing the idea that each cold brew is a labor of love.
Premium Aesthetic: While maintaining the handcrafted feel, the design exudes a premium quality that aligns with Starbucks' brand image. This blend of craftsmanship and premium presentation elevates the product in the eyes of consumers.
Energy-Infused Colors: The color palette chosen for the packaging exudes energy and excitement. It captivates the consumer's attention and promises an invigorating experience upon consumption.
ALTERNATIVE EXPLORE
ALTERNATIVE EXPLORE
Results
The Starbucks Ready-to-Drink Cold Brew Packaging successfully encapsulates the essence of the product, the brand, and the consumer experience. It communicates the idea of being crafted, energizing consumers, and embracing modernity, all while maintaining a handcrafted, premium aesthetic.
The outcome is packaging that not only appeals to existing Starbucks enthusiasts but also entices new consumers to indulge in the refreshing world of Starbucks Cold Brew. It embodies the spirit of innovation and craftsmanship that Starbucks is known for and adds a fresh, modern twist.
This project exemplifies our dedication to creating meaningful connections between brands and consumers through design, leaving a lasting impression and elevating the brand's presence in the market.
