Starbucks Branding and Packaging
I wrote accompanying copy for both internal and external digital assets, as well as in-store product copy and signage for a number of promotions. I also assisted with food and beverage product naming, and wrote short-form product stories for international markets and for the Starbucks Reserve brand. Additionally, I contributed to the holiday ’18 campaign with branding and campaign messaging.
Special Edition Coffee Packaging
I collaborated with a small team of creatives to create unique coffee descriptions for a limited edition series of coffee beans that were sold in international markets. The beans all came from one location, the Montecarlos Estate in El Salvador.
COPY:
Pacamara: First planted and developed by the Montecarlos Estate, Pacamara is a rare and distinctive variety. A cross between hardy Pacas and delicious Maragogipe, the uniquely large cherries are shaded by the lush foliage of the coffee trees, gradually yielding a small harvest of extraordinary beans. Well worth the time it takes to produce, Pacamara reveals a full body and flavors of chocolate.
Catuai: A hybrid of the Mundo Novo variety and the Caturra variety, Catuai trees require a fair amount of special attention. The short, tightly cropped trees yield impressive amounts of coffee cherries, thanks to the tender care they receive on the Montecarlos Estate. These delicate beans produce a bright and acidic cup, with a clean mouthfeel and elegantly sweet final product.
Bourbon: One of the first heirloom coffee varieties, Bourbon has long been praised as one of the best in the world because of its flavor and richness. The coffee trees produce tight clusters of dense, round cherries that are handpicked to ensure the highest quality harvest. Flourishing on the upper reaches of the Montecarlos volcano, Bourbon showcases an exquisitely balanced flavor profile of complex acidity and nutty chocolate with a full creamy body.
Explorer Series Packaging Refresh
I was part of the team that refreshed existing packaging with a new look and feel, as well as updated copy.
COPY:
WELCOME TO CENTRAL AMERICA
We love the crisp acidity and flavors of nuts, cocoa and soft spice found in coffees throughout this region.
ANTIGUA, GUATEMALA.
Nearly a mile above the sea, the Antigua Valley is a lush landscape framed by three volcanoes with coffee trees thriving on steep slopes. The coffee develops a distinctive complexity because of the rich volcanic soil, high altitude, warm days and cool nights—and the exhaustive attention of its farmers. Cherries are handpicked, fully washed and carefully dried and sorted. Every year for over a decade the harvest gets our heads spinning. Enjoy its smooth body, bright lemon notes and lingering cocoa finish.
Explorer Series Packaging Refresh
I was part of the team that refreshed existing packaging with a new look and feel, as well as updated copy.
COPY:
WELCOME TO CENTRAL AMERICA
We love the crisp acidity and flavors of nuts, cocoa and soft spice found in coffees throughout this region.
TARRAZÚ, COSTA RICA.
The legendary Tarrazú growing region is nestled in Costa Rica’s central valley, where mountain peaks pierce the clouds and the Pacific Ocean roars in the distance. Offered at Starbucks since 1973 and cultivated by a cooperative of small-lot farmers dedicated to protecting the area’s pristine ecosystem, this lively coffee is one of the most sought-after in the entire world. As you savor your cup, your palate will soar on blackberry and bittersweet chocolate as vibrant as the tropical birds in the forest canopy.
Starbucks Reserve Copy
I loved working with the Reserve team to write creative, romantic stories about specialty beans. Each description was written to evoke a thoughtful, inspired connection to the product, whether it was through the story of the farms, the growers, the landscape, or the flavors of the beans themselves. I worked in tandem with the designers who illustrated the beautiful coffee cards below.
