Few if any brands are as complex as Starbucks, with its retail cafés, grocery products and lifestyle cache. So how does a brand with so much invested in the customer experience package up its product without stripping away the dynamic aspects of the café? The answer lies in an important combination of consumer insights and shop-alongs, but more importantly – a deep seeded knowledge and love of the product. When designers have a passionate knowledge of the product they are designing for, creativity is only helped by data, not driven by it.