Starbucks Culinary Campaign

CLIENT

Starbucks

DATE

2007

MY ROLE

Lead Designer
Web Designer

The Situation

This was a Starbucks campaign for the Coffee is Culinary book tour.  It was a full campaign that I helped design including, localized emails (12 cities), in-store posters, landing page and printable recipe cards.

The Approach

This initiative was between Starbucks and Chef Marcus Samuelsson. I was the lead designer on all pieces that went along with this project. We kicked off the project knowing that all pieces had to coordinate together in order to be a cohesive launch. We had to prioritize the in-store print collateral so it could get printed and shipped out to the stores and then work on all the digital pieces. I had the opportunity to sit down with Chef Samuelsson and talk about his book and his vision for the campaign. I developed the rest of the campaign off of the in-store print pieces so everything had the same look and feel.

Starbucks Instore Poster
Starbucks Coffee Is Culinary Poster
Starbucks Coffee Is Culinary Recipe Cards / Email

The Results

  • Successfully shipped full campaign through coordinated in-store launch to landing page designs
  • 1.5 million copies sold of Coffee is Culinary Cookbook within first 2 weeks of launch