“When the cups turns red at Starbucks, that’s one of the first cues that the holidays are upon us.”
And so it is. As Terry Davenport, Senior Vice President, Global Brand and Creative Studios at Starbucks stated, “The red cups have taken on almost a cultural role” so it’s no surprise seeing them once again at Starbucks, if anything, as a subtle reminder that the holiday season is right around the corner.
According to The Dieline, the entire Starbucks Global Creative studio had a hand in creating this year’s Starbucks holiday. But this time, they made a few tweaks: Absent are any of the seasonal characters that have been the focus of the past three years of Starbucks holiday packaging. This year, Starbucks has chosen to create an entirely new holiday design language that is centered around the best gift Starbucks could give: coffee.
SEE ALSO: If Starbucks Redesigned its Iconic Cups
So, instead of the usual holiday characters, Starbucks is trying to fit coffee into Christmas – and will probably succeed in its mission. Coffee farms, holly berries, coffee cherries and coffee flowers on the cups show what the brand celebrates not only on the Holidays, but all year long – its love of coffee.
But Terry Davenport thinks there’s much more to these cups then warm red tones and fine illustrations, and it’s something every brand would want; emotion: “The emotional connection that our store partners (employees) have when they open that first box of the red cups and start using them that first day, and the emotional connection they see from their customers, that’s what we strive for. They see that surprise and excitement: ‘Oh, the red cups are at Starbucks!’”
Does sipping your coffee in a red Christmas cup on the way to work give you a certain emotion, a certain Holiday spirit as well? Do you know Christmas is coming when you see your favorite coffee poured into a red paper cup? If so – and I bet you’ll agree – Starbucks is doing something very, very right.
Images: Starbucks & thedieline.com