The company assures that the renovation aims to "tell a unique story about the origin of roasted coffee and its tasting notes".
After a decade Starbucks presented new designs for its coffee bean packaging. The containers are "inspired by the people, moments and experiences associated with each blend", according to the company.
In the past, Starbucks has used images on their packaging to convey warmth and help brand identification. In this redesign (the first in 10 years) they have wanted to continue in this line, but they have also sought to give more emphasis to the aspects represented than in previous designs (you can see them just above).
The design is based on the "architecture" of each bag to facilitate the purchase and knowledge of the coffee. They have created a system where all their coffee ranges have a similar look and feel, which is easy for customers to understand, unlike the old packaging styles where typographies or icons varied from one range to another.
Finally, the color combination was another of the aspects they prioritized. They opted to keep the tones they had been using in previous designs, allowing quick and easy differentiation of the different degrees of roasting: soft (gold), medium (copper) and intense (purple).
Veranda Blend
For years, Starbucks has worked with coffee producers throughout Latin America. This blend was inspired by the lightly roasted coffees that have been enjoyed over the years. Subtle yet flavorful, with notes of sweet roasted malt and milk chocolate, it is an appealing and approachable coffee.
Designer and illustrator, Yumi Reid, explained that "this artwork is intended to transport customers to a lively Latin American veranda." The purpose of the design is to reflect the Starbucks Blonde Roast story through its use of color. The roast color is the primary color and the house green appears in the hummingbirds. Reid added, "The bright accent colors in the foliage further highlight the story of this amazing coffee."
Single-Origin Guatemala Antigua
Coffee is a family tradition and an important source of pride in the Antigua Valley. Generations of farmers have cultivated the excellent volcanic soil, perfecting their technique and creating some of the finest coffees. This coffee has been a favorite since the creation of Starbucks in 1971, with elegant nuances of dusty cocoa and faint spices.
The heritage of this coffee is presented through the quetzal bird amidst the plant life of the Antigua region. Starbucks designers updated the style of the illustration to be artistic and sophisticated, using layers of texture and delicate lines to create depth and detail throughout the design.
Pike Place Roast
This coffee is named after the first Starbucks store in Seattle's Pike Place Market. It is served daily in Starbucks stores around the world. A smooth blend, with subtly rich Latin American beans, cocoa and praline flavors.
This design incorporates motifs from its heritage in a manner reminiscent of travel luggage tags and badges, as Bridget Shilling, Starbucks designer and illustrator explains "we sought to leverage recognizable design elements and the history of our Pike Place brand."
Verona Coffee
Verona is a city known for its romantic atmosphere, you will find that same feeling when you take the first sip of this coffee. A multi-regional blend that has been winning hearts for decades.
It was designed as a coffee dessert for a Seattle restaurant, and soon became one of the most beloved coffees they serve there. It has rich notes of dark cocoa mixed with caramelized sugar that pair beautifully with any type of chocolate.
Starbucks designer and illustrator Abby McCartin stated that the company wanted its dark roast coffee to have a romantic feel and designed it with inspiration from the city of Romeo and Juliet. "Layered with our iconic Verona roses, you find a bubbling fountain, ivy draping the balconies and Italian castle-style details. This art is meant to transport."
Single-Origin Sumatra
This spicy coffee is one of Starbucks' most iconic coffees. It was first cultivated on a lush Indonesian island and Starbucks fell in love with it in 1971. Since then, it has been one of the brand's most prized offerings. Its flavor is distinctive and unmistakable: surprisingly bold, with rich herbs, rustic spice notes and subdued acidity.
Starbucks has always been a leader in the coffee industry, and this new packaging is sure to keep them at the top. The redesign has been created with the customer in mind, making sure they can easily identify each blend and understand the story behind it.
Not only will this make them feel more connected to the brand, but it will encourage them to try new blends they may not have otherwise considered. With its unique identity and warm designs, the new Starbucks packaging will appeal to old and new customers alike.