Bye bye beige, hello green.
Presenting Landor & Fitch’s latest work for Starbucks®: a full 360° uplifting brand experience to relaunch its EMEA Ready-to-Drink portfolio.
From architecture to packaging, this redesign celebrates simplicity and vibrancy through the magnification of the Starbucks® iconic brand assets.
Strategy & Creative Approach
Moving away from the previous educational designs used to launch the category back in 2010, the fresh colourway utilises the classic Starbucks® green to help deliver on the brand block ambition alongside existing flavour colour codes, to help build strong variation in the portfolio.
Wider changes were also made to enhance the Starbucks® brand across the range; swapping the Frappuccino bottle lids from gold to green and showcasing the iconic Siren who acts as a catalyst for change. The new uplifting expressions coming out of the Siren clearly depict each product in a unique way, using bold coloured textures and movements to convey the different flavours and benefits for each chilled coffee drink.
Landor & Fitch also led the creative direction for the multi-platform campaign, from conception to completion.
The campaign demonstrates how Starbucks® chilled coffees can transform a consumer’s day once they’ve taken a sip; with bursts of the new colourway connecting each consumer to their drink. We see the new brand expressions truly amplifying consumers’ ‘in-between’ moments, enhancing the situations or surroundings in uplifting ways, getting them ready for the next big moment of the day.
Landor & Fitch’s latest work for Starbucks®: a full 360° uplifting brand experience to relaunch its EMEA Ready-to-Drink portfolio.