More than a coffee shop with high-quality coffee, Starbucks Coffee Korea is the company that also brings a feeling of connection. Starbucks' mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. The target customer range of Starbucks Coffee Korea is from early 20's to 30's, mostly female. By launching various types of tumblers and mugs, the company encourages customers to use personal mugs and tumblers instead of paper cups. It is a way to raise awareness for waste-reduction opportunities.

More than a coffee shop with high-quality coffee, Starbucks Coffee Korea is the company that also brings a feeling of connection. Starbucks' mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. The target customer range of Starbucks Coffee Korea is from early 20's to 30's, mostly female. By launching various types of tumblers and mugs, the company encourages customers to use personal mugs and tumblers instead of paper cups. It is a way to raise awareness for waste-reduction opportunities.

The main challenge was how to effectively convey our history. We did not want the collection to be another “pretty” set of merchandise or giveaways. We wanted it to aim higher, to communicate the stories and factoids of the brand, shared with its exceptionally loyal customers for 15 years.

The typography-centric design was inspired by vintage coffee packaging and advertising, and it tells a story of Starbucks Coffee Korea by numbers -- 144,000,000 cups of Americano; 6,500 Partners; 600 stores; 730 days of Toffee Nut Latte; 880,000 My Starbucks Rewards Members, etc -- along with a dash of coffee-related, engraving-inspired illustrations.

We collected data by digging through statistics, spent a lot of time putting them together graphically, and the result was a unique set of merchandise that is not only beautiful, but also communicates the extensive story of Starbucks Coffee Korea.

A lot of companies celebrate their 15th anniversaries. But when you say 144,000,000 cups of Americano, it has a whole different feel to it. It becomes palpable and the customers get to feel a sense of participation. It was this emotional interaction with our customers that made this collection very successful.