Starbucks launches new chilled coffee packaging designed by Landor & Fitch

According to reports, Landor & Fitch’s Insights & Analytics team consulted a study of 2,500 consumers across Europe, the Middle East, and Africa (EMEA) and led the creative direction of a new campaign believed to “celebrate the in-between moments” of a typical day.

Claiming to prioritize simplicity and vibrancy, the redesign aims to avoid conventional packaging design choices, such as a beige color scheme and coffee bean images. The fresh colourway continues to implement Starbucks’ signature green colouring in an effort to maintain brand block ambition; for instance, it is switching the lids of its Frappuccino Chilled Coffee bottles from gold to green and highlighting the brand’s siren mascot.

Simultaneously, it reportedly aims to diversify the portfolio by utilizing existing flavor codes in a variety of textures and shapes, with the intention of creating a “stronger emotional connection with consumers and reinforcing each product’s unique benefits.”

As previously stated, the new designs will be applied to Starbucks’ Frappuccino packaging, as well as its Chilled Classics coffee cups and Doubleshot Espresso cans.

Ryan Shaw, executive creative director at Landor & Fitch, stated, “We are ecstatic to have been selected as the creative partner of choice for Starbucks’ chilled coffee.” “We upheld high standards at every turn to ensure that the relaunch’s 360-brand experience met the original goal, working in tandem with the wonderful Starbucks team who encouraged us to push the limits and be extraordinary.

“The power of creativity overcame the limitations of working remotely during the pandemic, demonstrating a new level of collaboration that can be attained when teams are dedicated to their work.”

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