Our challenge was bringing to life the idea of customization and individuality around lattes in a way that was both meaningful and mouthwatering. With so many messages to tackle — customization, individuality and appetite appeal — we needed a simple, artful execution that would leave Starbucks lovers wanting to lick the page, thinking: “Starbucks crafts my latte exactly the way I want it, because they know what my latte means to me.”

The final design brings some of the most beloved Starbucks lattes to life in beautiful, delectable ways. We carefully melted, molded, baked and iced the elements of each ad using real ingredients inspired by our featured lattes. Each piece was given a unique typographic approach inspired by the ingredients, where we allowed slight imperfections to come through to ensure authenticity and appetite appeal. It seemed only right that the same care and craft that goes into the execution of the idea go into making of every single Starbucks latte.

The best indicator of the campaign’s success was the popularity of its hero beverage, the new Caramel Flan Latte, which exceeded the sales forecast by 26%. In the end, the work got Starbucks lovers excited about a new favorite, and reminded them that Starbucks crafts their latte like no other.