I’ve given Starbucks quite abit of stick in the past … especially with some of their ‘seasonal coffee’ choices. [here, here, here, here, here and here]
Not only that, but I’ve never given the brand much respect because I believe they owe their success more to convenience of locations rather than their coffee or great customer experience.
Of course I’m probably in the minority with this view … plus I’ve been exposed to much better coffee than most Americans who all seem to obsessively love the brand from Seattle … however I’ve always maintained a great brand is one that people will go out of their way to engage regardless of price, distribution, innovation and heritage and in Starbucks case, I don’t know if that’s necessarily why people walk into their stores day after day after day.
Anyway, for once I have something nice to say about them because recently I walked into the shop near my office [I’m lazy, so what!] and saw this …
How beautiful is that packaging eh?
And all that detail is not a print … it’s been individually die-cut.
OK, so the coffee ‘feels’ more like it comes from Thailand than Costa Rica, but you can’t deny it is very eye-catching.
Not only that, but given the packaging embodies such traits as indulgence, luxury, seduction and warmth, it emotionally justifies the huge price Starbucks are charging for it.
Of course having watched the amazing doco, BLACK GOLD, I should never buy coffee from these sorts of corporations again – however a massive thumbs up to Starbucks for appreciating the importance of packaging and design, which makes their ‘Festive Season’ cups all the more difficult to explain …
