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 blond, 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.