Starbucks collaborates with Landor & Fitch to RTD packaging redesign
Starbucks has collaborated with Landor & Fitch to redesign its ready-to-drink coffee packaging.
Landor & Fitch’s Insights & Analytics team are said to have consulted a study of 2500 consumers across Europe, the Middle East and Africa (EMEA).
The new designs will be seen on the Frappuccino packaging and also be incorporated into its Doubleshot Espresso cans and Chilled Classics coffee cups.
The fresh colour way schemes continue with Starbucks’ signature green, but has maintained the brand’s block ambition.
“We were thrilled to be chosen as the trusted creative partner for Starbucks chilled coffee,” said Ryan Shaw, executive creative director at Landor & Fitch.
“We upheld high standards at every step to ensure the relaunch’s 360-brand experience delivered on the original ambition, working in sync with the wonderful Starbucks team who encouraged us to push boundaries and be extraordinary.
“The power of creativity trumped the limitations of working remotely during the pandemic, demonstrating a new level of collaboration that can be achieved when teams are passionate about the work.”
“After establishing the chilled coffee category over a decade ago, it was time to reassess our brand’s distinctiveness,” adds Charlotta Oldham, marketing director, EMEA at Starbucks. “Working closely with Landor & Fitch across the entire journey, we are delighted to launch the Starbucks Ready-to-Drink refresh and reassert our position as the leading brand of choice in the EMEA RTD category. We have taken bold ownership of the Starbucks green and showcased our Siren against the brilliant new coloured textures to forge a greater emotional connection with our customers.”