Starbucks
brand voice | product copy | marketing campaigns | corporate communications
Starbucks Frappuccino
Frappuccino has been a Starbucks favorite from the beginning. When it came time to redesign the packaging for the bottled version, it was also time to create new descriptions and a tagline for these portable indulgences.
Here’s the deal. We give you this cool, creamy incredibly delectable treat and all you’ve gotta do is enjoy. Yep, that’s it. Just chill these bottles or pour ‘em over ice. No worries since its low fat and no doubt unbelievably tasty since that’s real Starbucks coffee and real milk in every rich, satisfying sip.
So don’t worry if you can’t stop with just one. It’s why we make packs of four.
Starbucks Ice Cream
Starbucks Ice Cream is decadent, but the original packaging didn’t tell you that. And at the same time, Starbucks was introducing flavors that didn’t have any coffee in them. My job was to solve those issues with really tasty copy.
Vanilla Cashew Crunch: Cashew nut brittle meets sweet creamy vanilla
(coffee not included)
Yep, that’s what we said. No coffee in here. None. Nada. Zip.
Sure, it’s a crazy idea from a company known for its coffee. But if we do ice cream with the same quality, creativity and utter yumminess as our coffee, wow! Imagine the possibilities. Like this - sweet, creamy vanilla loaded chock full with chunky pieces of cashew nut brittle and rich caramelly swirls. Starting to sound like a pretty good idea, huh?
Starbucks Music
This is one of a collection of Starbucks and Hear Music CD’s. For each, I’d meet with the music folks who put it together, listen to their thinking, listen to the music and come up with names, descriptions and intro copy. These were always a blast to work on.
starbucks chocolate
When coffee dreams, it dreams of chocolate. So began an extremely tasty delving into the world of chocolate for Starbucks. Writing the story of how these two met along with the rest of the packaging, was one of my favorites.
2000 annual report
The goal of this annual report was to show that while Starbucks was entering new markets, the core values, the great coffee, the individual service and third place experience were the same wherever you went. To make things more challenging, we had no budget for travel.
This concept developed from a need to get photos and information from all over the world. So we put together kits that were sent out to key stores in our global markets. These kits included a Polaroid camera, tape recorder, questionnaire, list of photo suggestions, photo release forms and instructions. After receiving the returned kits, I had that info and tapes translated. With all of these pieces, the art director and I created one of Starbucks most well received annual reports to date.
Click here or on the images to view all content created for this annual report.
1999 annual report
This global company wanted to deliver an annual report that focused on its people. I worked with Jon Cannell, an amazing illustrator and designer, to come up with several concepts to give faces to the ideas behind this innovative company. Starbucks has a wonderful environment that allows for individuals to really make a difference. I interviewed twenty-five people of all levels throughout the company about their passions. This is the award-winning result.
Click here or on the images to view all content created for this annual report.