Starbucks Label System
Redesign lunch label to make shopping for lunch easier.
Redesign lunch label to make shopping for lunch easier.
The lunch labels hadn’t been updated since 2017, with the introduction of the new Starbucks creative expression in 2019, all lunch labels neededd to be refreshed. This also presented an opportunity to address some of the customer pain points associated with shopping for lunch at Starbucks.
The lunch labels hadn’t been updated since 2017, with the introduction of the new Starbucks creative expression in 2019, all lunch labels neededd to be refreshed. This also presented an opportunity to address some of the customer pain points associated with shopping for lunch at Starbucks.
Design Lead
Design Lead
Visual, System
Visual, System
Date
Date
October 2020
October 2022
October 2020
Problem with current labels
Consistency in color, typography, spacing, and visual hierarchy was lacking. Multiple font styles created confusion, and crowded elements around the product name hindered readability.
Customers didn’t perceive Starbucks as offering premium food like its coffee and found it challenging to distinguish between various items due to label navigation issues.
“When I think of Starbucks, my first thought is a coffee drink, it’s not like I am going to choose to go to Starbucks to grab a sandwich”
“It’s a lot of steps for a cup of coffee. When someone is looking at the case in the afternoon, I’m pissed while they figure it out.”
Challenge
As Starbucks sought to expand its iconic "third place" experience into the digital world powered by web3 technology, a critical challenge emerged - how to authentically capture the brand's warm, community-driven essence and translate it into an engaging virtual environment.
With only 3 weeks from concept to finalized UI, I had to work quickly to identify the most effective way to translate them into a cohesive, compelling digital experience.
Observation
The Starbucks brand resonates far beyond its coffee, having cultivated deep emotional connections with customers over decades. Replicating this holistic experience in a digital setting required delicately balancing the brand's established identity with the unique capabilities of the virtual, decentralized space.
Goal
New labels should focus on easing shopping frustration between flavor and product varieties. Highlights the quality ingredients and key claims that promote healthy, premium ingredients and served with care.
Solution
I designed four concepts, ensuring the labels were in harmony with newest Starbucks Creative Expression. Design considerations included designing layouts that could be applied to both rectangular and circular labels and ensuring that the labels seamlessly integrated into real-world environments.
Insight to Guide Creative Approach
To authentically translate the Starbucks experience into a cutting-edge digital platform, I first researched the brand's emotional connections cultivated with its passionate community. This revealed the essence extended beyond coffee - it was about the brand's artful storytelling, sense of community, and celebration of heritage.
Leveraging these insights, I adopted a design approach wove together the most compelling elements of Starbucks' past, present, and future. The goal was to offer a glimpse into the next 50 years of the brand might look like, creating a digital third place that felt enduring, human, and evolving.
To achieve this, I focused on blending Starbucks' iconic visual assets and brand essence with bold, innovative digital experiences. This included reimagining the brand's signature artwork and infusing it with dynamic motion and interactivity, as well as carefully selecting a color palette and typographic treatment that amplified the brand's timeless yet forward-thinking spirit with accessibility in mind.
Using simple Z-pattern layout that guides customers from left to right, top to bottom. The design carefully utilizes negative space to establish visual and content hierarchy.
Designing an Immersive, Community-Driven Digital Experience
The visual amplified the brand's presence through with bold graphics, motion, and colors, while celebrating the rich imagery and artful textures that define the company's identity. This created an aesthetic that felt a natural evolution of the brand.
To foster a sense of community and connection, the design incorporated interactive features that encouraged exploration and social engagement. This included product showcases, and gamified experiences that allowed users to earn and showcase exclusive NFT collectibles.
Throughout the design process, I maintained a cohesive, on-brand user experience, ensuring each touchpoint seamlessly complemented the Starbucks Odyssey identity and Starbucks ecosystem.
Testing
After testing the products in physical space, I made a valuable addition by including an extra product name section at the top of each item, reducing the risk of customers selecting the wrong product.
Designing an Immersive, Community-Driven Digital Experience
The visual amplified the brand's presence through with bold graphics, motion, and colors, while celebrating the rich imagery and artful textures that define the company's identity. This created an aesthetic that felt a natural evolution of the brand.
To foster a sense of community and connection, the design incorporated interactive features that encouraged exploration and social engagement. This included product showcases, and gamified experiences that allowed users to earn and showcase exclusive NFT collectibles.
Throughout the design process, I maintained a cohesive, on-brand user experience, ensuring each touchpoint seamlessly complemented the Starbucks Odyssey identity and Starbucks ecosystem.
The new labels, launched in Fall 2020.
Go check them out in any Starbucks store now 🙂
The new labels, launched in Fall 2020.
Go check them out in any Starbucks store now 🙂