Lovely Package

Curating the very best packaging design

Starbucks VIA

April 22, 2009 | 5 Comments

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Designed by Hornall Anderson | Country: United States | Fonts: Trade Gothic, Clarendon

“We were excited to again partner with our hometown coffee giant Starbucks for the launch of VIA, a category-breaking new ready-brew product. This is not your grandma’s ready-brew – VIA delivers the rich, strong flavor that has made Starbucks synonymous with good coffee across the globe, and part of our task was to differentiate it from the “instant coffee” category.

We delivered a comprehensive brand strategy, product identity and package design. The packaging evokes the warm, regional colors of Colombia and Italy, and the “unboxing” experience is further enriched by a number of discovered elements – a convenient-coffee manifesto, sipping tips, even a personal message from Howard Schultz. It’s taken 17 years to create a ready-brew product worthy of the name, but Starbucks VIA has already begun to erase the watered-down legacy of “instant coffee,” and we are excited to have played a role in that success.”

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Comments

5 Responses to “Starbucks VIA”

  1. Oliver
    April 22nd, 2009 @ 10:49 am

    Kick ass work for all who were involved. The kind of design I aspire to do one day!

  2. Teresa Berry
    April 23rd, 2009 @ 12:53 pm

    love Starbucks, love your packaging, love you site….that’s a lot of love huh? =D
    Nicely Done!

  3. Kumiko
    April 23rd, 2009 @ 2:01 pm

    First heard of the new Starbucks VIA offering when I was in Seattle (I live in Vancouver).. it is such beautiful packaging, and the quality of the coffee was fantastic. I cannot wait until they start selling in Canadian locations. xo

  4. Chris West
    May 15th, 2009 @ 8:15 am

    Dear Starbucks,

    Your coffee is only available in London. When will I beable to get it outside London. Starbucks shops near us have never heard of Via!

  5. Clive Robinson
    August 22nd, 2011 @ 12:01 pm

    Did you also design the excessively sized box that the twin packs of 12 single serve sachets are sold in? With an internal partition added to bulk out the box size by at least 25%, it exemplifies the worst in waste by these corporate bodies.

    So much for a “Shared Planet”!

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