This project was created for educational purposes as part of my coursework and is not affiliated with or endorsed by Starbucks.
Use generative AI tools to create and promote a new product for Starbucks that would capitalize on the success of healthy soda. This product and campaign needs to target Gen MZ comedy fans.
Burnout is rampant among Gen MZ. While they often use humor to deal with emotional challenges, taking further steps toward overall wellness feels overwhelming and out of reach.
Our audience increasingly views wellness holistically, so they need easy ways to boost their physical health, knowing it will, in turn, improve their mental health.
Introduce Starbucks to the health-conscious soda market, providing an option that is easily accessible and customizable.
Reach comedy fans in the Starbucks customer base and offer a drink option that makes self-care fun and refreshing, just like a laugh.
Increase the Starbucks Instagram engagement rates by 1.5% by utilizing post and reel features to promote the new product and engage with Gen MZ.
After our strategists conducted research on the healthy soda market, Starbucks success stories, and gen MZ comedy fans as an audience, we decided to leverage healthy soda as a form of self-care. I compiled the research findings and created data visuals to help present our insights in a digestible way. The visuals were created in Adobe Illustrator and Figma.
- Mayo Clinic
Stimulates many organs
Relieves stress
Soothes tension
Improves immune system
Relieves pain
Improves mood
Consumers primarily look to healthy soda for the great taste and as a means to treat themselves.Poppi remains a strong leader in the market space due to its focus on promoting its healthier ingredients, bright and appealing packaging, and strong brand personality that is geared towards Gen MZ.
Starbucks has experienced major success with the refreshers beverage line and drink customizations in general.Their customer base craves personalized experiences, making it essential to continue leveraging customizable drink options and consumer-driven flavor innovations.
New flavor releases are a vital part of Starbucks’ sustained brand engagement strategy.Citrus flavors sparked the most interest from our audience, indicating that a new lemon-lime flavor would be popular with customers.
We utilized the Starbucks style guide, as well as past campaigns, visuals, and social media posts to ensure consistency across our product design and campaign.
We also created a new color palette for our product and campaign, as Starbucks often does for new launches.
A never-before-seen packaging style for Starbucks, allowing customers to take their self-care anywhere.
A 16oz soda can, utilizing the clear plastic of traditional Starbucks cold beverage cups. The unique packaging features an aluminum can top, sealed onto the container in real time by the baristas.
The packaging sketch was created using Procreate.
I used Adobe Firefly to generate thousands of images before getting the 4 that best matched in composition and resembled our chosen flavors.
I used photoshop to remove the backgrounds, distort the objects into uniform shapes, and add details like fruit, ice, highlights, shadows, and the brand logo.
I built lo-fi frames in Figma with early iterations of image and copy to demonstrate what customers would see when ordering Carefreshers through the Starbucks mobile app.
I used the product image I created and brought it into Adobe Illustrator to add a custom gradient using our new color palette. I utilized a split screen design that followed the Starbucks design system and current live hero images on the site. Using Illustrator and Photoshop, I framed the image on a desktop, added in the starbucks.com navigation, and included the copy written by our team's copywriter.
