PROJECT:
The Holidays are the most important and anticipated season of the year at Starbucks; with seasonal coffees, coveted merch, and the takeover of our classic holiday red, the holidays are a defining moment every year.
Our key customer takeaway for the Holiday 2021 season was “Now more than ever, I want to go to Starbucks for my hit of holiday joy.” We were asked to produce a campaign that would delivery on the celebratory and nostalgic mindset our customers would have as they potentially returned to holiday traditions amidst the pandemic.
We created a brand-forward campaign that let our customers know that wherever they are, and whatever they’re doing, Starbucks is here for them. This season we made it easier than ever to feel the joy. Our campaign creative centered around the joy of gifting and the warmth and familiarity of seasonal traditions; bringing uplifting, high-shine moments of holiday cheer to Starbucks customers, wherever they may be.
CLIENT:
Starbucks
TEAM:
Ben Nelson, Suzie Reecer, Bridget Searcy, Marissa Flores, Tiffany Hsu, Abby McCartin, Charis Mori, Jamie Jones, Trevor Basset, London Dewey, Yvonne Chan, Megan Oost, Maria McNamara
ROLE:
Art Direction, Creative Expression, Packaging and Print, Social Media, Illustration
The Holidays are the most important and anticipated season of the year at Starbucks; with seasonal coffees, coveted merch, and the takeover of our classic holiday red, the holidays are a defining moment every year.
Our key customer takeaway for the Holiday 2021 season was “Now more than ever, I want to go to Starbucks for my hit of holiday joy.” We were asked to produce a campaign that would delivery on the celebratory and nostalgic mindset our customers would have as they potentially returned to holiday traditions amidst the pandemic.
We created a brand-forward campaign that let our customers know that wherever they are, and whatever they’re doing, Starbucks is here for them. This season we made it easier than ever to feel the joy. Our campaign creative centered around the joy of gifting and the warmth and familiarity of seasonal traditions; bringing uplifting, high-shine moments of holiday cheer to Starbucks customers, wherever they may be.
CLIENT:
Starbucks
TEAM:
Ben Nelson, Suzie Reecer, Bridget Searcy, Marissa Flores, Tiffany Hsu, Abby McCartin, Charis Mori, Jamie Jones, Trevor Basset, London Dewey, Yvonne Chan, Megan Oost, Maria McNamara
ROLE:
Art Direction, Creative Expression, Packaging and Print, Social Media, Illustration
Creative Expression
As the visual direction for our seasonal campaign took shape we developed individual graphic elements and guidelines, keeping in mind the actual deliverables they would eventually apply to. This work culminated in a campaign styleguide that would support all creative teams, ensuring a cohesive campaign look and feel across various channels.
Packaging
Drawing on elements of seasonal gifting, this holiday’s packaging architecture features iridescent textures, reminiscent of wrapping paper, ribbon accents, and a badge system inspired by holiday gift tags.
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Illustration
Illustration is an important and prominent element of the Starbucks brand; because of this we created an additional guide for holiday illustration, ensuring a consistent style across deliverables from various artists.
Social
Instagram stories promoting Starbucks’ seasonal Irish Cream Cold Brew, inspired by holiday lights and high-shine festive joy.
PHOTOGRAPHY:
Talia Green ︎︎︎
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Illustrated stickers for Instagram and Venmo ︎︎︎
Illustrated stickers for Instagram and Venmo ︎︎︎
