Never be without great coffee. Leveraging a strong history of working with Starbucks, we once again partnered with the coffee giant to help launch VIA, an innovative and category-breaking, new ready-brew product. Tasked to differentiate VIA from the “instant coffee” category, we delivered a solid brand strategy, product identity and package design. Tasting is believing.

We began by tasting the product, and became instant brand evangelists – directing that passion into the creative. We discovered the very real opportunity for freedom to enjoy a real, premium cup of Starbucks coffee, quickly, and on your own terms.

Since this ready–brew coffee promises rich flavour in bold Italian and medium Colombian roast, we wanted the packaging colours and imagery to reflect the same evocative flavor of warm, regional colors of Italy and Colombia.

Along with great taste and convenience, VIA offers a variety of discovered elements. A mini-manifesto is tucked inside the package to convey the VIA Coffee Story. Visual cues are located on the side panels suggesting ideal places to enjoy your brew. Finally, a personal message from Howard Schultz on the packaging’s inside flap expresses his mission to ensure consumers will “never be without great coffee.”

Although it’s taken 17 years to create, the just-launched Starbucks VIA has already begun to meet with positive consumer reaction, and we are excited to have played a role in that success.