Starbucks Reusables

Creating excitement around progress.


Focus: Identity, Environmental, Collateral
At the Starbucks Creative Studio, we set out to create excitement around upcoming sustainability initiatives. Furthering their resource-positive commitments, Starbucks launched a reusable cup test in 12 Starbucks stores in California. A program setting the foundation for stores worldwide. Choosing only reusable cups is a new habit for many customers. Starbucks’ behavioral science-based research shows ease and convenience are foundational. Leveraging the company’s sustainability toolkit, we developed an identity across in-store signage, collateral, and other materials to invite customers into partaking in change.
Thinking about ways to get customers in a place to welcome these changes and feel good about taking part, I created a set of inviting stickers, moved towards the lighter brand color palette, and chose to hero the benefits of reusing and recycling.
The initiative‘s success relies on the joy and participation of customers as well as barista Partners in stores.
ACD: Jeff Ashley,
Design: Ian Vibbert
Writer: Maria McNamara