Starbucks Design & Branding STARBUCKS VIA MULTI-SERVE PACKAGING by Hornall Anderson

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Industry Shows, Events & Festivals, Cafe
Media Design & Branding
Market United States
Agency Hornall Anderson
Creative Director David Bates
Designer Javas Lehn
Released July 2011

Credits & Description

Category: iii. Premium Brand
Product/Service: STARBUCKS VIA
Creative Director: David Bates (Hornall Anderson)
Designer: Javas Lehn (Hornall Anderson)
Designer/Strategist: Nory Emori (Hornall Anderson)
Strategy Director: Laura Jakobsen (Hornall Anderson)
Account Services Supervisor: Dodi Monahan (Hornall Anderson)
Production Director: Judy Dixon (Hornall Anderson)
Production Designer: Jonas Land (Hornall Anderson)
Media placement: Starbucks VIA Packaging - Retail Stores - 9 July, 2011

Describe the brief from the client
The wildly successful launch of Starbucks VIA Ready Brew, reaching $100m in sales in just 10 months, proved that people not only accepted that Starbucks could produce premium instant coffee, they were eager for them to. This wasn't instant coffee brought to you by Starbucks; VIA was Starbucks coffee, in a different form. It was time to extend the product line past the original offering.

Describe the challenges and key objectives
Now that VIA was a legitimate part of the Starbucks family, it was time to expand the line-up to more than just individual serving offerings.

Describe how you arrived at the final design

Moving past the additional extension of the Starbucks VIA line-up, we shifted the focus from portability to control. With a multi-serve canister, one could not only have great coffee anywhere, but also easily make a lighter or stronger cup to taste. Understanding that this was for at-home use, we leveraged the existing brand elements to design this counter-worthy tin. We nested the canister in a cup to emphasize the single-serve use, and for distinctive impact on shelf.