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Starbucks

Starbucks Packaging

1st place: Design Competition with Chase Design

 

Brief

Packaging
Experience Research
Visual Design
 

Position: Team Leader + vISUAL dESIGNER

Industrial Designers: Brian Cusack, Stacey Yip 

Visual Designers: Rebecca WolinskiDavid Hampton

Client: Chase Design

 

We delivered a new design experience for the 12 oz + 16 oz coffee packages that enhances the functionality, strengthens the brand portfolio and drives customers to purchase Starbucks premium coffee. By researching new, sustainable packaging forms and focusing on a premium coffee experience, my team created a new packaging system that on shelves and boosted consumer engagement.

 

During our process, we focused on four areas: iconic design; portfolio driven Starbucks design; functionality and experience; and brand loyalty.

 
 

Process + Ideation

In our process, we explored a variety of new packaging functionalities that reflected the desires and needs from our interviewed consumers. Many of them struggled with pouring their coffee out of a flexible foil laminate pouch. With this in mind, we tested different pour and funnel capabilities that would still allow for scooping. Additionally, we needed to stand out in stores that used warm, dim lighting and break and not blend into other coffee packaging that used beiges, browns, and warm colors.

 

Veranda Blend

Blonde Roast

Cocoa beans and leaves pattern

Emphasizes the feeling of the light taste enjoyed by the farmers themselves

 

Breakfast Blend

Medium Roast

Sunburst pattern

Highlights waking up and beginning of a new, bright day

 

Caffè Verona

Dark Roast

Floral pattern 

Inspire the sweetness and romance found in the city that sparked the flavor  

 

Usability + Function

Because our consumers regularly handle the packaging, we wanted to design something that had easy, sturdy handling and storage. The directions can be found on easy funnel side as the user picks it up while the new funnel pour option allows for them to pour their coffee out while also retaining scooping abilities.

 
 
 
 

Design Features

For design we kept consistent with the established color, illustration, and design style of other Starbucks products while bringing in the minimalistic approach some of Starbucks newer products are using. The different patterns subtly show the different flavors while the breakdown of information allows for shoppers to quickly browse the the coffee flavors and environmentally conscious decisions.

 

In-Store + Retail

Our design stands out among the other coffee brands currently there. In the warm, dim lighting of grocery stores, the rich brown and bold colors grabs consumers eyes while the bands of flavors links them across the shelf. The diagonal carton design also differentiates itself from other brands and adds to the premium quality. Finally, the sturdy nature of our packaging allows it to work well in pushers or stay in shape on open shelves and allows for consumers to easily interact with them.