Starbucks Holiday 2024
Starbucks Holiday 2024
I began working on the 2024 Holiday direction in March 2023, researching trend direction and customer insights to develop a beautifully festive expression for in-store, packaging, gift card, and social media.
Our visual center was based in fondant hues and forms, bringing in dimensionality and texture through soft gradients. Graphic shapes, bold layering, and unexpected color pairings in seasonal colors keep the brand modern. We’re celebrating humanity within our sweetly joyful theme.
My Role: Lead Art Director. Senior Designer. Illustrator.
Additional Designers: Meg O’Brien, Charis Mori, Teal Chinn, Sean Bucknam | Writer: Megan Oost | Associate Creative Director: Bridget Searcy | Creative Director: Kristy Cameron | Project Manager: Whitney Fioretti
Holiday Packaging
Wrapped in delight, this collection is a coffee wonderland wrapped with nuances to aroma and motion. The team embraced opportunities to incorporate the coffee story, overtly and subtly. With pops of brilliant jade contrasting with our bright holiday red, the assortment is a lovely reminder of the coffee journey and craft that goes into each blend.
My role as lead art director on the workstream included preparing files for printing and consulting at the final press check.
My Role: Lead Art Director. Senior Designer. Illustrator.
Additional Designer: Meg O’Brien | Writer: Megan Oost | Associate Creative Director: Bridget Searcy | Creative Director: Kristy Cameron | Project Manager: Whitney Fioretti
Christmas Blend
Inspired by festively oversized leaves and perfectly ripe coffee cherries. This design pays homage to the beauty of our coffee-growing regions.
Decaf Christmas Blend
Aligned and coordinated lines recall the beauty of drying coffee cherries that are carefully raked and arranged.
Holiday Blend
Artfully curved lines emulate the rolling hills and high-altitude terrain where our coffee is grown.
Ground Christmas Blend
Inspired by the blending of coffee flavors and aromas. The fading and interweaving lines are evocative of the steam and aroma of our coffee and the senses that are engaged when stepping into our stores.
Blonde Roast
Inspired by the delicate approach that makes this coffee shine. Circular motifs have a lightness about them that pays homage to the art of the roast.
*Exclusive for international markets.
Espresso Roast
The craft of espresso and process of coffee extraction. Linear designs of circular forms resemble droplets of espresso pressed through a portafilter.
*Exclusive for international markets.
Holiday Card Innovations
Starbucks innovation cards offer customers the convenience of giftable cards with the excitement of unexpected formats. I led the team in developing a series of 9 cards for our Holiday collection to be sold in stores, encouraging innovation while consulting to support the established visual direction.
I illustrated and designed two of the cards: the mini Starbucks café and the 3D pop up tree. In developing the concepts, these cards were a new idea for our lineup, while also being something that the end customer could figure out. I crafted the templates, and collaborated with our vendors to construct forms that could be mass produced within budget.
My Role: Lead Art Director. Senior Designer. Illustrator.
Additional Designers: Anna Hart, London Dewey | Writer: Stef Pai | Creative Director: Bridget Searcy | Project Manager: Whitney Fioretti | Photoshoot Designers: Sean Bucknam, Jesse LeDoux, Henry Jarman
