Starbucks Coffee Packaging Refresh

Alongside a large team of talented designers, I designed the artwork for three of Starbucks’ at home coffees under a new design system intended to highlight the best in each roast. After 10 years, the at home coffee bag lineup needed a modern refresh. Bold and elevated like the coffee itself, our new packaging is richly layered and textural, modern yet deeply rooted, and immediately recognizable as Starbucks with its use of bespoke art and evocative copy. Within each coffee bag artwork, a story is told that brings the roast profile and coffee stories to life. Scroll down to read more about each design in more detail.

PRESS
The Dieline, Packaging World

ESPRESSO ROAST

For this design I wanted to highlight both the dark roast purple hues and the flavor notes of caramel and rich molasses. Mechanical pieces of espresso equipment become abstracted in a melty, textural stylistic approach to showcase the blend of machine and craft involved in the espresso process. The silver accents convey waves of espresso crema textures, and the small rows of beans add more dimension in to the artwork while referencing the craft of the multi-bean blending.

BLONDE ESPRESSO ROAST

For the lighter of our two espresso roasts, I wanted to maintain the same artistic and craft forward style, while emphasizing the light roast qualities through color. Layers of crema-inspired texture weaves through abstracted, modern espresso tools to highlight the craft in our espresso process. Alongside the lighter roast-forward colors, darker browns pepper in throughout the artwork to tie back to the roast’s flavor profile of candied apples and bittersweet chocolate.

TRUE NORTH ROAST

For this design, I wanted to highlight the natural beauty of Canada as this coffee is made especially for this market. Clouds of coffee steam interweave through a forest terrain of hillsides and trees, adding some visual levity that highlights the light roast of this coffee. Predominately using yellows, tans and oranges the artwork brings in light and warm hues that also speak to the flavor profile of toasted nuts and soft cocoa.