The wildly successful launch of Starbucks VIA Ready Brew, reaching $100 million in sales in just 10 months, proved that people not only accepted that Starbucks could produce premium instant coffee, but they were eager for it. This wasn't instant coffee brought to you by Starbucks; VIA was Starbucks coffee in a different form. It was time to extend the product line past the original offering.

Everywhere in the world, a white cup with a green siren reinforces Starbucks' promise of a premium cup of coffee. We drew on the power of this respected and recognisable icon as the basis for the new packaging. The concept hinges on the idea that ‘premium lives inside’. In the cup is a representation of the taste of the coffee, be it the roast, blend or flavour, proudly sealed with the Starbucks badge. While promising the quality of the Starbucks café experience, the cup also serves as a keepsake element, and beacon in the noisy, competitive grocery aisle.

“The simple, yet brilliant design met the packaging challenge by transferring the quality and trust associated with beverages sold in Starbucks stores to VIA. Subtle, yet straightforward, sophisticated without being gimmicky. Utterly authentic.” - Starbucks CEO Howard Schultz