Starbucks

Packaging Design
Product Campaign

Starbucks needed a cohesive global packaging identity for its At-Home range, one that highlighted its coffee-making expertise while keeping the emotional connection customers love with the brand. The solution, Method Meets Magic, blends the meticulous craft of coffee-making with the enchantment of the Siren, Starbucks' iconic logo.

The Starbucks At-Home range includes four categories: Speciality, Classic, Energy, and Indulgent. Each has a unique design to reflect its product: Speciality focuses on craft, Classic is vibrant and expressive, Energy is bold and dynamic, and Indulgent is colourful and rich.

Speciality takes a sophisticated approach with neutral tones and a single accent colour inspired by the coffee’s region, complemented by minimalist, line-based illustrations and premium touches like gold foiling and embossing. This range emphasises the scientific and craft-driven process behind each cup.

Classic celebrates Starbucks’ core offerings with a varied, on-brand palette focused on Starbucks green, vibrant method information, and dreamlike landscapes inspired by coffee-growing regions, adding a sense of storytelling.

Energy offers a bold and energised look, with metallic tones and bursts of colour, textured and pattern-based illustrations, and a simplified focus on method details, ensuring portfolio consistency while reflecting the range’s high-energy appeal.

Indulgent highlights rich and decadent coffee moments with a colourful, lively palette, detailed information on chocolate sourcing and processes, and vibrant, expressive illustrations that evoke a sense of magic and indulgence.

The Method Meets Magic concept combined Starbucks' coffee-making expertise with the charm of its iconic Siren, creating a clear and adaptable approach for the various global territories. Key elements were carried through to shape the global packaging design for the Starbucks At-Home range, ensuring it resonated with diverse audiences while maintaining a unified brand identity.