Starbucks final presentation
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Transcript of Starbucks final presentation
Starbucks Final Presentation
Review of Creative Brief Objective: Design 12oz ground packaging in the Food, Drug and Mass Channels Design 16oz whole bean packaging in Starbucks in retail location
Must be Iconic, Portfolio Driven, Enhance the User Experience and Loyalty Ready
Design must be consistent with the Starbucks brand
Designs should solve for both structural and communication aspects of the package, including:
- Function and interactions (e.g. closure, freshness retention, etc.)
- Presentation on shelf in both locations
- In hand quality
- Materiality
- Communication hierarchy
- Role of the starbucks brand
- Product variant communications
- Other relevant product details
What the consumer wants/needsInterested in speciality premium coffee
Focused on experience rather than the price
Environmentally conscious. Willing to consider different brands if they feel it will be better for sustainability effort
Coffee consumption has moved from the privacy of consumers’ homes to more public venues, and is then compounded by social media
The DesignStarbucks Brand Philosophy
To inspire and nurture the human spirit ...a warm and textural and nuanced brand - Jean Marie Shields (Starbucks in-house designer)
Our Goals in new designs
-sustainable in some way
-keep something of the culture the coffee is sourced from
-take inspiration from the coffee’s qualities
-draw the consumer’s attention in store
-not disrupt the in-cafe design
-a nuanced design that keeps the customer interested
Expand the formal qualities of the starbucks logo/brand without losing the unique story of each coffee blend
Wireframe of the design
Describing Hierarchy, size, image placement, etc.
Recyclability information, infographics
Tone down the core elements in the original brand and incorporate it into an elegant premium pattern
Detailed and symmetrical to give a premium feels
Requires the user to have a more intimate experience with the packaging
Veranda
● In Latin America, coffee farms are often run by families, with their own homes on the same land where their coffee grows. We’ve sipped coffee with these farmers for decades, sitting on their verandas, overlooking the lush beauty of the coffee trees rolling out in the distance. Most times it was a lightly roasted coffee like this one. It took us more than 80 tries to get it right—mellow and flavorful with a nice softness.
Design of Veranda (photos)Coffee is sourced in Latin America
-had to bring in influence of culture (top thing + birds)
Feeling of sitting on veranda and enjoying cup of coffee
-benches
-warm yellow
-sinuous curves
Caffe Verona
● This is a coffee of one true love, and three names. We created it just for a Seattle restaurant in 1975, naming it Jake’s Blend. And people loved it. So many, in fact, that we began hand scooping and blending it to order in our stores, where it was known as 80/20 Blend, for the recipe. The love was so strong we finally made it official, calling it Verona after the city that inspires so many. By any name, this is a thing of pure romance.
Design of Caffe Verona (photos)Romantic and “roasty sweet”
-roses, drops of coffee, swirls
Feeling of sitting in an Italian cafe
-elegant chairs and tables
-shades of pink
Breakfast Blend
● We introduced this blend in 1998 for those who prefer a milder cup. A shade lighter than most of our offerings—more toasty than roasty—it was the result of playing with roast and taste profile together for a flavor that appealed to a wider range of palates. Perfect if you want to wake up to a less intense coffee but still want a lot of character, it's lively with a citrusy tang that gives way to a clean finish.
Design of Breakfast Blend (photos)Feeling of waking up to greet the morning
-suns
-trees
-blooming plants
Slight Latin American influence
-Naranjilla oranges grown in the region
All Designs Together on a Shelf
12 oz - bright contrast will help stand out
-white bar calls attention
16 oz - low contrast helps blend into decor of Starbucks cafe while helping logo stand apart
-together: patterns create premium block
-apart: because it is an up-close product, each time the consumer looks the pattern reveals more detailed elements to be discovered.
Sustainability Effort
Sustainable design is part of who we are and what we do.
Current Packaging. Problems
After coffee is ground it releases carbon dioxide, the value allows for the gas to escape while keeping oxygens and other scents from entering
Standard coffee packaging relies on multi-layer packaging, layer dedicated to the preservation of the coffee and additional layers for printing and structure.
The packaging industry is constantly looking for new opportunities
There is no perfect solution
The Form
MARK WRITE DOWN THE INFO YOU LEARNED ABOUT PRODUCTION COSTS
Why did we choose the form that we did.
MaterialsSustainable Solutions
Dual Layer Packaging
First Layer - pulp based recyclable paperboard with soy based ink
Second Layer - The standard film coffee bag, no decoration
- With the valve to ensure the freshness of the coffee
This is the compromise to give control back to the consumer. The can easily separate the bags. Recycle the exterior and trash in the interior. Reduces waste while still ensuring the freshness of the coffee
Iconic, portfolio driven, enhance the user experience, and loyalty ready?
Thank You