GLOBAL – JULY 8, 2013 – Starbucks Coffee Company has given itspackaging a facelift featuring thebrand’s history and distinct coffee personalities.
Recently, coffee fanatics have noticed numbers 80/20 hidden on the newest bags of Starbucks Caffè Verona’; the words “by the third sip I was hooked” on the new packaging for Sumatra; and 475 (degrees) on the new French Roast bag.
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The revamped design does not only serve as a distinction between the different blends of coffee but also share to the customers the tale of how each coffee were created.
Steve Murray of Starbucks Global Creative Studios mentioned in My Starbucks Idea blog post, “About a year ago, we got a great assignment—celebrate each coffee’s individual story and highlight their different personalities.”
To achieve this, expert coffee tasters were asked to drink two coffees a day for nine days. Tales of how each coffee was created were shared to the creative team by the people who were around during the actual coffee making.
“From there we created hundreds of sketches,”Murray says.“The result beautiful, original art reflecting the rich heritage and history of every coffee we make.”
"When you see the new packaging in our stores, pick one up. Take a look, read the story and find your favorite.”
Credits
Starbucks Global Creative Studios
