Intro: What lies at the heart of our Starbucks coffee packaging design?

We don’t update our core coffee packaging often. When we do, we are, accordingly, deliberate in our creative choices. For this project, we worked by three mantras: 1) Celebrate the brand, clarify the experience. 2) Tell a story with each bag. 3) Be bold and elevated like the coffee itself. By proceeding with a focused approach, we were able to express our coffee passion; advance our point of view on boldly evocative design and storytelling; and find ways to ensure a better coffee experience for customers and partners.