Starbucks Design & Branding EVOLUTION FRESH BRAND EXPERIENCE by Hornall Anderson

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market United States
Agency Hornall Anderson
Creative Director David Bates
Copywriter Ben Steele
Designer Yuri Shvets, Michael Henderson, Rob Zwiebel, Lauren Dirusso, Ashley Flanagan
Released March 2012

Credits & Description

Category: Consumer Products
Advertiser: STARBUCKS
Chief Executive Officer/Creative Director: Jack Anderson (Hornall Anderson)
Creative Director: David Bates (Hornall Anderson)
Designer: Rob Zwiebel (Hornall Anderson)
Designer: Lauren Dirusso (Hornall Anderson)
Designer: Ashley Flanagan (Hornall Anderson)
Designer: Michael Henderson (Hornall Anderson)
Designer: Yuri Shvets (Hornall Anderson)
Strategist: Nory Emori (Hornall Anderson)
Strategist: Jay Picard (Hornall Anderson)
Copywriter: Ben Steele (Hornall Anderson)
Account Services: Maureen Estep (Hornall Anderson)
Account Services: Carly Schlenker (Hornall Anderson)
Account Services: Alesia Mcvey (Hornall Anderson)
Production Director: Judy Dixon (Hornall Anderson)
Production Designer: Danielle Frei (Hornall Anderson)
Production Designer: Jonas Land (Hornall Anderson)
Production Designer: Julie Valdez (Hornall Anderson)
Media placement: Identity - Retail Store And Grocery Stores - 3 March, 2012
Media placement: Packaging - Retail Store And Grocery Stores - 3 March, 2012
Media placement: Retail Store (Interior/exterior) - Retail Store - 3 March, 2012
Media placement: Promotional Retail Collateral - Retail Store - 3 March, 2012
Media placement: Brand Book - Corporate Use - 3 March, 2012

Describe the brief from the client
With obesity, heart disease and diabetes at all-time highs, it’s easy to see a coming health crisis on the horizon. And while people everywhere search for solutions, Starbucks got back to basics with a simple truth - that one of the best ways to get healthier is a healthier diet.

Describe the challenges and key objectives
Evolution Fresh is Starbucks’ proactive move into the world of health and wellness, a juice brand with a 30-year heritage, a commitment to cracking, pressing and squeezing fresh fruits and veggies by hand, and a simple way to help people make better choices - by giving them naturally, delicious foods, the way nature intended. The re-brand challenge was to shift from the cornucopia of dancing, happy fruits and veggies the existing market was awash in, and create a look and feel that would help inform and educate consumers about the product on-shelf.

Describe how you arrived at the final design
We created a fresh and dynamic brand, extending from a new identity, to packaging, an engaging retail experience and beyond. Every element of the brand was built around the vibrancy of the juice itself - encouraging consumers to drink it all in and 'squeeze life'. We created a series of handcrafted 'flavour sunbursts' to represent the full palette of flavour blends - artful representations of the ingredients in each beverage. The bursts serve as an informative architecture for the packaging on-shelf and serve to differentiate Evolution Fresh from the cornucopia of dancing, happy fruits and veggies the existing market was awash in.

Give some indication of how successful the outcome was in the market
So far, this new re-brand launch is a hit, with consumers visiting the store and shopping the product in retail. With analysts projecting cold-crafted juice as a multi-billion dollar category, it's predicted that Evolution Fresh will be healthy for the bottom line as well as for consumers' bodies.