Starbucks VIA / Multiserve Product Design
CLIENT: Starbucks ROLE: Design Lead AGENCY: Hornall Anderson CD: David Bates ACCLAIM: Graphis Design Annual
VIA, a new instant coffee offering from Starbucks, with the help of Hornall Anderson branding, reached $100M of sales in the first 10 months. When Starbucks returned to HA to develop an expanded platform for VIA, they wanted to stress multi-use and control within house setting, in addition to the original messaging of portability for people on the move.
I created a distinctive shelf presence to help the product stand out in a busy market. By nesting the elegant tin in a series of cups and canisters, I created a product design which enhanced VIA’s value as a premium instant coffee with a unique and compelling form factor.
An alternate proposal makes VIA look like an expensive cologne with an extendable spoon hidden inside the lid.