“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.”