Consider the ice cream carton.

When I was a senior designer at the Starbucks studio, we were tasked with designing a new ice cream carton. A big deal in Starbuckslandia. Top to bottom redesign was rare. Free rein was given - and taken. The designs went all over the place. For me, I considered the ice cream carton not as an opportunity to flex my design muscles but a way to expand the brand.

The brand. 

What comes to mind when you think Starbucks? The iconic mermaid? Green? Kenny G? Sure.

What about the white cup? The storyteller. My story is a Grande Triple Americano, steamed coconut milk and a pinch of sugar free vanilla syrup. My name’s Larry. We know two things at this point: The barista is gonna check off those boxes on the side explaining the order, and they’re gonna handwrite my name: Larby. That, is the essence of the Starbucks experience.

The white cup.

Bet that could work for ice cream as well. Same white cup. Handwritten flavor of ice cream. Mocha Cookie Crumble Frappucino? Check boxes COFFEE, CHOCOLATE, COOKIE. Done. That’s what I turned in. That’s what Howard Schultz signed off on. The guy knew a few things about storytelling.

Below is a sampling of my work using that brand idea.



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