Packaging & Brand Refresh

Starbucks VIA Instant

Refresh packaging graphics to elevate & differentiate Starbucks VIA as the most premium and best tasting line of instant coffee beverages with the same rich, Starbucks café-quality coffee taste.

My Role

Packaging Design
Logo Design
Art Direction

DESIGN BRIEF

Business challenges & objectives

FRAGMENTED BRAND

Unify multiple instant beverage platforms (black coffee, iced coffee, latte, Refreshers) under the VIA Instant brand without modifying existing package form or material.

Low Market recognition

Drive increased awareness and reposition VIA as the most premium instant coffee. Improve noticeability and findability on shelf in grocery (CPG); improve shopability, discovery and exploration in Retail

Target market too broad

Focus on connecting with instant coffee consumers who prefer the convenience and price of instant coffee to grow household penetration of VIA.

Additional considerations

Consider how to reflect hierarchy of master brands and sub-brands (e.g., VIA Refreshers) on packaging.
Ensure that design and content can be adjusted for bilingual translation.
Consider how design may translate to multi-serve packaging.

DESIGN DEVELOPMENT

Logo lockups & graphics

LOGO iterations

Existing product lineup & proposed redesign

Shelf tests

The proposed concept was evaluated in context to ensure that it meets mandatory business objectives:

VIA must stand out on shelf as the most premium instant coffee offering.
The VIA line-up (Black, Iced, Refreshers, Latte) must hang together in voice and interpretation.

Evaluating product lineup in grocery store aisle SHELF SET

Evaluating concept on shelf against other instant coffee brands COMPETITOR ANALYSIS

DESIGN EXECUTION

Art Direction

Art directing the photo shoot was a delight. We sourced a variety of mugs and carefully arranged bubbles and froth to ensure that each top-down image was unique. It was a rewarding experience to see my concept come to life as the illustrations and delicate watercolor washes were applied.

“In consumer testing, the VIA Instant brand and packaging design garnered 15-27% unit growth for the business and increased purchase interest. Perceptions of VIA strengthen universally with the new concept among non-buyers. Improvements were demonstrated among all attributes evaluated.”

PACKAGING REDESIGN

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 On Side Panels

Washes of color on side panels unite SKUs within a common platform or roast profile, improving brand cohesion and enhancing shopability.

Familiar LOGOS

The VIA Instant redesign leverages consumers’ familiarity with their favorite Starbucks products. The type lockups match what consumers are accustomed to seeing, making it easier for them to find their favorite roast and increasing incentive to try the VIA Instant equivalent.

Watercolor illustrations

Playful, inviting watercolors reference Starbucks’ heritage and artistry while also providing a flexible way to reference the icons and artwork from whole bean bags, incorporate the roast spectrum for black coffees, and highlight flavor cues.

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