Starbucks final presentation

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Starbucks Final Presentation

Transcript of Starbucks final presentation

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Starbucks Final Presentation

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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

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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

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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

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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

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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.

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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

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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.

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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

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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.

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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

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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.

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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

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The Form

MARK WRITE DOWN THE INFO YOU LEARNED ABOUT PRODUCTION COSTS

Why did we choose the form that we did.

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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

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Iconic, portfolio driven, enhance the user experience, and loyalty ready?

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Thank You