Need to unify multiple instant beverage platforms (black coffee, latte, Refreshers, iced coffee) under the VIA Instant brand without affecting existing package form or material.
Low Market recognition
Consumers aren't familiar with the product. Need to increase recognizability and reposition VIA as the most premium instant coffee.
Target market too broad
Focus on connecting with instant coffee consumers who prefer the convenience and price of instant coffee.
Packaging Redesign Features
Warm, light background
A warm watercolor wash provides a subtle, textured background that unifies the VIA Instant lineup, creating a cohesive shelf block and increasing visibility in both CPG (grocery store) and retail environments.
Color-cues in Side Panels
Washes of color on side panels link SKUs within a common platform or roast profile, which helps improve shopability.
Familiar Platform lockups
Using type lockups that consumers are accustomed to seeing on other product types, such as whole bean (rollstock) bags, improves findability on shelf and increases incentive to try the VIA Instant equivalent.
Playful, inviting watercolors reference Starbucks’ heritage and artistry while also providing a flexible way to reference the icons and artwork on whole bean bags, reflect the roast spectrum for black coffees, and highlight flavor cues.