According to reports, the Insights & Analytics team at Landor & Fitch oversaw the creative direction of a new campaign that was intended to "highlight the in-between moments" of a typical day. The team allegedly consulted a survey of 2500 customers throughout Europe, the Middle East, and Africa (EMEA).
The makeover tries to eschew traditional design decisions made in coffee packaging, such as a beige colour scheme and representations of coffee beans, in an effort to prioritise simplicity and brightness. The new colour scheme maintains Starbucks' distinctive green colouring with the aim of achieving brand block ambition; for instance, it is changing the gold caps of its Frappuccino Chilled Coffee bottles to green in order to highlight the siren symbol of the company.
In order to establish a "stronger emotional connection with customers and to underline each product's unique benefits," it is also said to attempt to increase variety within the portfolio by utilising current flavour codes in a variety of textures and forms. As was already announced, the new designs will be used on Starbucks' Frappuccino packaging as well as its Chilled Classics coffee cups and Doubleshot Espresso cans.
According to Ryan Shaw, executive creative director at Landor & Fitch, "We were delighted to be selected as the trusted creative partner for Starbucks iced coffee." "We preserved high standards at every turn to make sure the relaunch's 360-brand experience fulfilled the original goal, collaborating with the fantastic Starbucks team who pushed us to be outstanding and inspired us to push the envelope. During the epidemic, "the strength of creativity overrode the challenges of working remotely, indicating a new degree of collaboration that is possible when teams are passionate about the job."
It was time to reevaluate our brand's individuality after creating the iced coffee category more than ten years ago, says Charlotta Oldham, marketing director for Starbucks in EMEA. We are excited to announce the Starbucks Ready-to-Drink revamp and reclaim our position as the top brand in the EMEA RTD market after closely collaborating with Landor & Fitch throughout the whole process. In order to establish a stronger emotional bond with our customers, we have boldly seized control of the Starbucks green and displayed our Siren against the vibrant new coloured textures.
In order to strengthen brand identification and improve the items' shelf appeal, Landor & Fitch and Kellogg's recently worked together to remodel the packaging of its snack line. Starbucks tested a returnable cup programme earlier this year in Europe, where consumers could pay a £1 deposit to purchase both cold and hot beverages in reusable cups and earn their money back when they returned the cups to the stores for cleaning and reuse. A new metal container design for Gaya Gold Coffee's high-end iced coffee was debuted in 2019, and it quickly gained favour with customers in the United Arab Emirates.