Starbucks VIA Packaging
Starbucks VIA Packaging
Starbucks VIA Packaging
Starbucks VIA Packaging
Starbucks VIA Packaging
Starbucks VIA Packaging
Starbucks VIA Packaging

Starbucks VIA Packaging

Hornall Anderson, Seattle, Washington, 2009

Description

Never be without great coffee. Leveraging a strong history of working with Starbucks, Hornall Anderson once again partnered with the coffee giant to help launch Starbucks VIA, an innovative and category-breaking new ready-brew product. Tasked to differentiate Starbucks VIA from the “instant coffee” category, we delivered a solid brand strategy, product identity and package design. Since this coffee promises to be rich in flavor with a bold Italian and medium Colombian roast, we wanted the packaging colors and imagery to reflect the same evocative flavor of the warm, regional colors of Italy and Colombia.

Along with great taste and convenience, Starbucks VIA offers a variety of discovered elements—from the mini manifesto tucked inside the package to visual cues on the side panels suggesting ideal places to enjoy your brew to the personal message from Howard Schultz on the inside flap, expressing his mission to ensure consumers will “never be without great coffee.” Seventeen years in the making, the Starbucks VIA brand launch into test markets has been met with strong, positive consumer reaction, more than justifying a nationwide rollout.

Juror Notes

Continues the Starbucks tradition in a new category. Simple presentation with a lot of tactile, folding surprises. I saw these in a store and was impressed with the way they stood out in a busy environment.

Collections: AIGA 365: 31 (2010)
Discipline: Package design
Format: Package

Credits

Design firm
Hornall Anderson
Creative director
Jack Anderson
Art director
David Bates
Designers
Javas Lehn, David Phillips, Kathleen Kennelly Ullman
Production director
Julie Valdez
Production coordinators
Michael Brugman, Cindy Chin, Jonas Land
Copywriter
Ben Steele
Content strategist
Laura Jakobsen
Director
Julie Yoakum
Client
Starbucks Coffee Company
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