Starbucks

When you own the secret to great coffee experiences, how do you share the code?

The coffee voyage over the last century has moved from a housewife’s commodity and dusty store-cupboard staple to a rebirth as a social institution of expertise and exclusivity. Recognizing this, coffee brand leader, Starbucks saw a chance to stay ahead by providing consumers with an informative, simple, and nurturing shopping experience.

Starbucks

With such a broad portfolio of varieties, this iconic coffee brand was experiencing a ‘shopability’ issue and needed help reconfiguring their brand architecture.

In partnership with the Starbuck’s team, we conducted a comprehensive audit and determined that the most common way people specify their coffee preference is by roast. Based on this finding, we worked to segment the portfolio into blonde, medium and dark roasts leveraging the icons as equities from the existing bags. The new designs simplify the pack layout and messaging, allowing for ease of navigation across the different offerings as well as an accessible introduction into new coffees.

Client

Starbucks

Mode of life

Taste

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Chantal Goodman
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Jamie Chalmers
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Chloe Wood
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Lauren Vellek
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Chloe Wood
chloe@pearlfisher.com
 
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Paula Murray
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Chloe Wood
chloe@pearlfisher.com
 
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David Ramskov Hansen
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