BRAND transformation specialist Landor & Fitch has revealed the story behind Starbucks’ new look for its EMEA ready-to-drink portfolio.
Landor & Fitch said that its insights & analytics team studied key drivers of brand equity growth and purchase intent using a sample of 2,500 consumers. The research is said to have ’empowered’ the new identity and campaign, which celebrate the ‘in-between moments’ during a typical day, in line with the core brand promise to ‘uplift the everyday’.
From architecture to packaging, the redesign is described as celebrating ‘simplicity and vibrancy’ through the magnification of the Starbucks brand assets.
Moving away from the previous educational designs used to launch the category back in 2010, the fresh colourway utilises the classic Starbucks green to help deliver on the ‘brand block ambition’ alongside existing flavour colour codes.
Wider changes were made to enhance the Starbucks brand across the range; swapping the Frappuccino bottle lids from gold to green and showcasing the Siren who acts as a catalyst for change. The new expressions coming out of the Siren are designed to depict each product in a unique way, using ‘bold coloured textures and movements’ to convey the different flavours and benefits for each chilled coffee drink.
The relaunch went live across the EMEA region earlier this year.
Ryan Shaw, executive creative director at Landor & Fitch, said, “We were thrilled to be chosen as the trusted creative partner for Starbucks chilled coffee. 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.”
Charlotta Oldham, marketing director, EMEA at Starbucks, added, “After establishing the chilled coffee category over a decade ago, it was time to reassess our brand’s distinctiveness. 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.”
