Starbucks Draft

STARBUCKS DRAFT

ASSOCIATE CREATIVE DIRECTOR + DESIGNER

A huge leap forward for Starbucks product innovation, Starbucks Draft began an exciting new chapter for their hand-crafted beverage platform. Characterized by a sophisticated assortment of classic + new flavors and nitro infusions + cold foams, these beverages offered the customer a whole new way of enjoying their favorites.

The brief called for a stand-alone brand that was simple enough to fit under the Starbucks brand, yet bold enough to stand out amongst the standard offerings. Only select locations were equipped to serve these special beverages, so a store-front presence was needed to communicate that through clever window decals. The ordering experience, with its built in aural and visual beverage prep elements, called for an upscaled tap station with separate customer and barista facing beverage ID systems. In-store retail presence cut through with gorgeously dramatic beverage photography set against a classic black stage. One of the more exciting chapters in Starbucks new product offerings.