Press release
979KB
march 28, 2017 - Starbucks
Art as Original as the Coffee: The Story Behind Starbucks Reserve Packaging
No two #starbucks Reserve® coffees are ever the same. They are among the rarest and most exquisite coffees, with limited harvests from small producers in coffee-growing regions in Latin America, Africa and Asia-Pacific. Every coffee, every harvest, is approached with a fresh perspective.
Since the #starbucks Reserve® Roastery in Seattle opened in December 2014, #starbucks Reserve® coffees have been roasted and packaged onsite in small batches. And paired with each one is a coffee card design that is as unique as the coffee – an original piece of art.
For the #starbucks Creative Studio team based in Seattle, their visual approach for each card takes a cue from the story behind the coffee. It could be the tire tracks imprinted on the mud roads that bring one coffee to market, or the colorful birds that roam the fields for another. Each piece seeks to capture the local culture and the art, science and craft that go into every cup.
These cards have become keepsakes among customers, who tuck them in books, collect them in binders and pin them to walls. Some have even upcycled them into notebooks or greeting cards.
“Designers across the #starbucks Creative Studio create each #starbucks Reserve Card as a stand-alone work of art," said Ben Nelson, #starbucks creative director. "We aim to put as much care into the design process as we know our farmers and roasters put into these special coffees. Seeing the passion and creativity that the designers infuse into each card inspires all of us.”
Here’s the story behind the design of a few #starbucks Reserve® coffees currently available in select Starbucks® stores in the United States and Canada and online.
Reserve Cards No Crop-6
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Reserve cards-1
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Reserve Cards No Crop-7
5760x3840, 13MB
Reserve Cards No Crop-5
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Reserve Cards-6
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