Starbucks Reserve Roastery & Tasting Room

Company: Starbucks Global Creative Studio
Design: Fred Carriedo
Creative Manager: Jon Cannell
Creative Director: Mike Peck
Project Type: Produced, Commercial Work
Packaging Content: Coffee beans
Location: Seattle, WA, USA

I was tasked to think as an independent agency and solve what packaging could look like for the new Starbucks Reserve Roastery from scratch. The logo and word mark were the only elements to preserve.

My solution was a library of coffees and collector card system. Each coffee packaging would feature a one-of-a-kind design, with a bold visual brand language that would entice customers to experience new coffees.

The packaging system conveys discovery through a large partially cropped Star R logo, and flexibility to let in-house designers interpret the origin, science & craft of each coffee lot through custom typography and art. The partially cropped Star R extends to the rest of the Roastery experience.