STARBUCKS KOREA / JUICE & YOGURT
Design: Starbucks Coffee Korea's ready-to-drink is a healthy alternative for our customers, but the old packaging and its cute-y graphic style were not conveying its merits all that well.
For the redesign, we decided to make the bottle slim and straight, moving away from the existing curvy shape. A slightly smaller diameter and taller body has an effect of making the bottle look significantly bigger, while resonating well with our sophisticated customers.
Typography-centric design jam-packed with information conveys the benefits of each drink. Both Korean and English copy is executed as a visual whole, and even the compulsory information such as ingredients, volume and calories come into play as a graphic element.
The handcrafted touch continues with varied graphics of each bottle – fonts and layouts change from bottle to bottle, but when lined up on the shelf, everything comes together as a big family.
Result: The redesign helped facilitating our RTD brand recognition, and the sales were up by 42%.
Scope: Illustration & Packaging design
Launch date: September 2015
Client: Starbucks Korea
Design: Starbucks Coffee Korea's ready-to-drink is a healthy alternative for our customers, but the old packaging and its cute-y graphic style were not conveying its merits all that well.
For the redesign, we decided to make the bottle slim and straight, moving away from the existing curvy shape. A slightly smaller diameter and taller body has an effect of making the bottle look significantly bigger, while resonating well with our sophisticated customers.
Typography-centric design jam-packed with information conveys the benefits of each drink. Both Korean and English copy is executed as a visual whole, and even the compulsory information such as ingredients, volume and calories come into play as a graphic element.
The handcrafted touch continues with varied graphics of each bottle – fonts and layouts change from bottle to bottle, but when lined up on the shelf, everything comes together as a big family.
Result: The redesign helped facilitating our RTD brand recognition, and the sales were up by 42%.
Scope: Illustration & Packaging design
Launch date: September 2015
Client: Starbucks Korea
![](https://freight.cargo.site/t/original/i/9f6fe29e5144dc12fe0949d682876d3477178d5adafa7c087dca26d11f044e56/Starbucks_RTD-Juice_21_Web__01__0001.jpg)
![](https://freight.cargo.site/t/original/i/f8cf29a8659e35ff4b5a11fecc45b8373682e18c607532ca0f25fcfddbba0128/Starbucks_RTD-Juice_21_Web__10__0001.jpg)
![](https://freight.cargo.site/t/original/i/8987dc6d61a26953426b05477d544fa70dd0874eaa189635ec5e9db8ba90f71a/Starbucks_RTD-Juice_21_Web__04__0001.jpg)
![](https://freight.cargo.site/t/original/i/fb341e91010a1635c03c4e1b67cfa08b819d6738d137071bf578ff2730f94112/Starbucks_RTD-Juice_21_Web__07__0001.jpg)
![](https://freight.cargo.site/t/original/i/1685022f1d812f9c54ce635743536bd0093b7785f1eaeff74fc4ee5c371f1d96/Starbucks_RTD-Juice_21_Web__08__0001.jpg)
![](https://freight.cargo.site/t/original/i/c37bfbe27b57e9d3307dc3e6b09ad57a841e722316bb0c21d6dba08008a7a673/Starbucks_RTD-Juice_21_Web__03__0001.jpg)
![](https://freight.cargo.site/t/original/i/f0822a3ed3204ca3d159348a30a56efba96a7f299fd2f8ebcd1ec27b36e3daa1/Starbucks_RTD-Juice_21_Web__05__0001.jpg)
iF Design Award, 2016
©2015 Starbucks Coffee Company