• Background

• Insights

• Product

OVERVIEW

Role

UX/ Visual Designer

Time Frame

June 2024 - August 2024

We were asked to 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 needed to target Gen MZ comedy fans.

THE ASK

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.

THE PROBLEM

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.

“A good sense of humor can’t cure all ailments, but data is mounting about the positive things laughter can do.”

-Mayo Clinic

Short-term Benefits

Stimulate many organs

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.

A fresh twist on classic Refresher flavors, now with added fizz and better-for-you sweeteners.

Carefresher customization possibilities are endless with the all-new Wellness Booster add-ins, including Immunity, Gut Happy, Chill, and Multivitamin blends.

You’ve never sipped self care like this!

BUBBLES WITH BENEFITS

8 hours of sleep each night. 10,000 steps every day. 12 different skincare products. A different supplement pill for every mood you feel.

Whoa- do people actually have time for all this stuff?

The internet bombards you with a million and a half habits that are essential for a healthy and happy life- but instead of being helpful? It just stresses you out.

Its time to celebrate the small steps toward wellness that you can incorporate into your day-to-day, even if its just eating something green, getting up in your cats personal space, or sipping on something you don’t have to feel guilty about.

A new self-care habit you can customize, combine, test out and taste. To discover what makes you feel like the best version of you, inside and out.

Say hello to bubbles with benefits: the all new Starbucks Carefreshers and Boosters.

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.

Following the current style of the Starbucks.com hero images, our hero image features a half-screen image and a half-screen solid color block with minimal text.

The images of our product were generated using the GenAI tool, Adobe Firefly. I, then, brought the images into Adobe Photoshop to add the fruit, the Starbucks logo, and all other finishing touches. The gradient background was created in Adobe Illustrator, and that is where the color block and text was added, as well.

Teaser