WEBWIRE – Tuesday, August 30, 2022
When Starbucks opened its doors in 1971, fresh-roasted coffee and loose-leaf tea was scooped by hand into wax paper bags, with the black ink letters of a rubber stamp declaring its contents like Sumatra, House Blend and Italian Roast.
But by the time Starbucks transformed from a whole-bean coffee retailer to an Italian-style coffeehouse in 1987, the packaging became a vessel for storytelling. First came coffee stamps, illustrated stickers that were themselves little pieces of art. Designs could be playful, romantic or bold, much like the coffee itself. Then in 1995 came Blue Note Blend, the first coffee to be sold in packaging printed with colorful graphics.
These new rollstock packages offered an even larger canvas for sharing each coffees unique story through images and words. The packaging often incorporated stamp designs that echoed the old-school stickers until 2011 with the update to the Starbucks logo and brand identity and launch of Starbucks® Blonde Roasted coffees.
Designing a new core coffee bag can be a daunting task. Unlike seasonal coffees such as Starbucks® Christmas Blend (or even holiday cups!) core coffee packaging does not change every year. In fact, the design is intended to last at least 10 years. So, how does the bag tell the story of the beans inside?
It always begins with the coffee.
Sergio Alvarez, coffee/tea development lead on Starbucks Coffee team, partnered with the Starbucks Creative Studio to share the stories behind the beans starting with tasting notes and descriptive words to highlight the flavors of each unique coffee blend.
We have a very unique and thoughtful way that we develop coffee blends at Starbucks and we wanted to make sure that came through in how we describe them, Alvarez said. Depending on the blend, depending on the roast and depending on the region, there are different flavors that we associate with each of these special coffees.
Although the coffee flavor profiles are the same delicious coffees customers know and love, the new packaging uses more descriptive and culinary terms to describe the flavor notes like Veranda Blend[sup]®[/sup], which was updated from mellow and soft to toasted malt and milk chocolate and Italian Roast, which went from roasty and sweet to dark cocoa and toasted marshmallow.
Alvarez and the Coffee team also shared the history of many of Starbucks most beloved blends to inspire the designers. Organic Yukon Blend[sup]®[/sup], for example, was created in 1971 after a customer requested a coffee that would help keep his fishermen going during the fishing season in the Bering Sea. In the new packaging, Yukon Blend evokes that same independent spirit of Alaska with a mountainous scene set in the Yukon Valley.
Storytelling through art
Our coffee reminds us of people, or moments, or experiences, and we were able to explore that in the way we approach our coffee packaging, Alvarez said.
Translating those stories into art was a fun challenge for the Creative Studios designers and illustrators, as they sought to weave together past, present and future while tapping into Starbucks new creative brand expression.
Our legacy has used hand-done illustration to bring warmth and brand connection. We wanted to continue to tie a thread to our new packaging, said Derek Shimizu, associate creative director for the Creative Studio. We also wanted to make sure we were staying modern while looking forward into our brand.
The strategic selection of colors is one of the most important elements of the design. With every creative brand expression since the packaging refresh of 2011, and again with the most current update from 2013, designers have used palettes of gold, copper and purple to signify roast intensity. The new designs continue using those visual cues to identify Blonde (gold), Medium (copper) and Dark (purple) roasts.
Now, what to draw? Illustrators would often start with iconography and motifs that recall past designs. An Italian scooter found its way again on to the front of Italian Roast, as did the roses that adorn Caffè Verona®. And it wouldnt be Komodo Dragon Blend® without its eponymous lizard. They also worked to incorporate coffee cherries and botanicals into the designs to highlight the origins of coffee.
Deconstructing the new bags
Designers also consider what they call the architecture of each bag to make it easy to shop for their coffees, whether they are in Starbucks stores or the grocery aisle. They created a badge system that is consistent across the roast spectrum with design details that clearly identify roast and tasting notes. They highlighted Starbucks commitment to responsibly grown coffee by bringing the ethical sourcing stamp to the front, underscoring the companys commitment to positively impacting the lives and livelihoods of coffee farmers and their communities. Theres also a traceability code on the back of the bags sold in Starbucks stores that can connect customers in the U.S. and Canada to where the coffee is grown using the Starbucks Digital Traceability tool.
Our current packaging was artful and expressive, but every bag had a different typography, different icon placement, which made it a little bit hard to navigate or find where you were within the roast, said Shimizu. We wanted make all of those elements straightforward and easy for the customer to navigate with this refresh.
Learn more about the five new coffee bag designs, and read on for a deeper dive into three of them.
Veranda Blend is a smooth and mellow Starbucks® Blonde Roasted Latin American coffee, and its packaging makes you feel like you are sipping coffee in a lush garden. The bag is grounded in golden hues, with delicate hummingbirds flitting in and out of the scene, a nod to the coffees lighter roast. Accents of a Starbucks dark house green and periwinkle on the coffee cherries and foliage further highlight this coffees story. With the illustration, I wanted to transport our customer to a lively veranda in Latin America and then to give a sense of place, said designer and illustrator Yumi Reid. I wanted people to feel like sipping amazing coffee the coffee farmers created there really feel like being there in Latin America where this amazing coffee comes from.
Pike Place Roast®
Named after Starbucks first store, in Seattles Pike Place Market, Starbucks® Pike Place® Roast is served fresh every day in Starbucks stores around the world. A smooth, well-rounded Medium Roasted blend of Latin American beans with subtly rich flavors of cocoa and praline, makes it the perfect brewed coffee.
Bridget Shilling, Pike Place Roasts illustrator and designer, felt a special connection to the Pike Place store her husband worked at the market for several years.
Being assigned to work on Pike Place was a special moment for me. I just think theres something magical about going to the Pike Place store and celebrating our history as a brand, Shilling said.
She was inspired to showcase the heritage of the store with a design inspired by old-fashioned luggage stickers on a rich, copper background, and included the original brown logo, a coffee stamp, and Pike Places iconic Public Market Center sign. But her favorite is her homage to Rachel the Piggy Bank, the life-size bronze sculpture that has served as the markets mascot since 1986. (Theres also a replica covered in coffee beans that stands sentinel above the front door of the 1912 Pike Starbucks store.)
Sumatra coffee has been on the Starbucks menu since 1971, and the Sumatran tiger which lives on the Indonesian island, has been its symbol ever since its first coffee stamp. To convey its bold and full-bodied flavor, designer and illustrator Abby McCartin used deep-purples color to emphasize the dark roast of Starbucks® Sumatra with pops of greens and blues along with foil on the tiger stripes and plants.
I created an interesting effect by adjusting the scale of the tiger in relation to the palm trees and jungle landscape, noting the similarities between shapes of the tiger and palm leaves. Layering them adds an element of fun and mystery; you definitely see the tiger stripes at first glance, but once you look closer you find more, McCartin said.
Leslie Wolford, who first joined the company as a barista 30 years ago when coffee was still scooped into paper bags, is proud of the new whole-bean packaging and looking forward to seeing it on shelves.
Everybody brought their ideas and their own expression and elements to the table to bring our coffees to life in a different way, said Wolford, who is now a coffee/tea development lead for the Coffee team. I think its just that evolution of people, partnerships and growth in the company and how we tell our story, and thread that back to who we are as a company and how were moving forward into the next iteration of what Starbucks is as a brand.
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Aesthetics Biomedical® is creating an entirely new category that redefines what is possible in personalized medical aesthetics, offering a novel approach to clinical precision and treatment delivery, elevating consumer outcomes and experience.
Vivace Ultra™, now awaiting FDA Clearance, provides physicians and aesthetic practitioners unmatched precision, visualization, and the most versatile radiofrequency (RF) microneedling technology available. An innovative reimagination and technical upgrade of the legacy Vivace® Microneedle RF treatment and device, the Vivace Ultra™ combines two unique modalities into one compact device, delivering the most bespoke, personalized treatment experience possible. This new era of advanced energy-based technology offers data-supported treatment parameters made possible by an industry-first ultrasound imaging and mapping, an exclusive uniform radiofrequency microneedling energy delivery system, range of frequency options, and a HIPAA compliant patient data-tracking system for optimal consumer results and treatment plans. Without a doubt, Vivace Ultra™ is the next generation of the Vivace® Microneedle RF.
A recent clinical study found that 95% of patients noticed an improvement in skin texture after a series of treatments between 2-6 sessions. 94% of these patients said they would recommend radiofrequency microneedling to a friend1. On the RealSelf platform, the legacy Vivace® Microneedle RF treatment has become the most requested microneedling treatment2. Building upon an already best-in-class device, Vivace Ultra™ has been developed alongside and in collaboration with key opinion leaders. The new device’s technology and user-friendliness is based on years of clinical and user feedback from top plastic surgeons, dermatologists and medical aesthetic practitioners.
Sleek and simplistically styled, the Vivace Ultra™ is developed and manufactured by Aesthetics Biomedical® Inc., leading the market as the first and only RF Microneedling device manufactured in the United States of America, Phoenix, Arizona. Vivace Ultra™ uses linear array ultrasound technology to visually map the skin across its large 21.5″ display screen, allowing an aesthetic provider to develop a personalized treatment in each layer of the skin, delivering robust efficacious clinical results. First-to-market, ultrasound-based imaging and visualization of the epidermis and dermis provide personalized depth measurements to determine the optimal needle depth, eliminating a large portion of guesswork. Previous to this innovation, treatment parameters were fixed, and providers had no visual insight into the dermis or epidermis. A recent clinical study conducted by research dermatologist, Zoe Diana Draelos, MD, was performed to determine the calibration accuracy and the ability for the Vivace Ultra™ to visualize all layers of skin. Thirty (30) healthy individuals, male and female, eighteen (18) years or older were empaneled. Five (5) subjects of each Fitzpatrick Skin Type I-VI were included in the clinical study. The ultrasound scan examined thirty-one (31) anatomical parts of the body. Measurements were taken at baseline and at six (6) weeks. Three (3) measurements were taken at each site. The overall results demonstrated highly reproducible and reliable images across a diverse human subject base.
Upon FDA clearance, Vivace Ultra™ will offer the largest variety of frequency options of any RF microneedling device and insulated and non-insulated cartridges for smaller precise areas as well as larger areas, with the ability to reach a 4.0mm (0.1mm step) depth range. An exclusive new feature available solely with Vivace Ultra® is a patent pending uniform radiofrequency microneedling delivery system designed to evenly distribute heat energy. This feature coupled with precise delivery of energy into the dermis provides a large leap forward in treatment accuracy. Further, medical aesthetic providers will have the ability to store treatment data on a variety of areas and receive recommendations for optimal treatment. Patient experience and colorblind versatility is core to Aesthetics Biomedical’s legacy Vivace Experience® branding and treatment, so naturally Vivace Ultra™ is virtually pain-free for the patient, and effective for light to dark skin types. In addition to visualization, the ultrasound software offers HIPAA compliant cloud connectivity harnessing the ability to collect data about the patient’s various treatment areas beyond the surface for an optimized treatment plan.
Aesthetics Biomedical® is pleased to announce that Vivace Ultra™, based on the receipt of FDA Clearance, is expected to roll-out via limited commercial release in the fall confirming and highlighting anticipation by plastic surgeons, dermatologists, and medical aesthetic practitioners across the country. Vivace Ultra™ will build upon the legacy Vivace® Microneedle RF brand and treatment and provide new opportunities for aesthetic practitioners to advance clinical outcomes and elevate consumer experiences with unmatched precision, visualization, and the most versatile RF microneedling technology available. Vivace Ultra™ is awaiting clearance by the Food & Drug Administration (FDA). Not currently available for sale in the United States of America. For more updates, please visit AestheticsBiomedical.com.
Vivace Ultra® from https://www.aestheticsbiomedical.com/ is awaiting clearance by the Food & Drug Administration (FDA). Not available for sale in the United States of America.
A local student insurance agency, Insurance For Students (IFS), has rolled out its next generation of student insurance products. Unlike traditional student insurance products, IFS has teamed up with FutureHealth to provide health promotion services which includes educational programs on alcohol misuse, opioids misuse, sleep disorder, anxiety, depression, loneliness etc. The program consists of documentaries on each topic, plus reading material that students can go through.
Given the past few years and the number of mental health issues students face and the challenges students are going through, IFS has added counseling services and case management in addition to the health insurance benefits. Our services are not just for college students, we offer insurance for higher education institutions, but for K-12 schools, private schools, nursey day care, sports, camps, etc. as well. We want all students to have the ongoing support to be successful at their institution and complete their education and not give up.
Insurance For Students/FutureHealth has offices in Delray Beach, FL and in West Springfield, MA. For additional information, please contact Gina Warga at GWarga@fhsmail.com.