Type of applicant company
设计机构
Country
中国， 总部在美国
Company Website
https://makemarks.com/
Images
Brand of the Product
Starbucks
Designer Name
Project Lead: Danny Lye， Creative Director: Peter Lam， Packaging Art Director: Emily Zhang， Senior Strategist: Stella Tung， Account Manager: Celine Rao
Position of Designer
无
Target Consumer
This product is designed for young consumers who seek spiritual resonance and an elevated sense of everyday aesthetics. They value not only the flavor and quality of the coffee, but also the cultural meaning and emotional depth it carries. Confident in their cultural identity, they respect tradition without being bound by its forms, embracing Chinese heritage in a modern and personal way.
Distribution Channels
电商 E-commerce; 餐饮&酒店 Restaurants & Hotel
Positioning
限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition
Design Story
In December 2024, the Spring Festival was officially inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, further amplifying its cultural influence. In January 2025, Starbucks launched its first Chinese New Year Coffee Blend fully tailored to the festival—from product concept and recipe development to roasting craftsmanship and packaging design. This festive offering was created to naturally integrate coffee into Spring Festival emotions and cultural moments for Chinese consumers, while paying tribute to local traditions and expressing the brand’s spirit of innovation.
The packaging blends festive energy with a modern, youthful aesthetic, honoring tradition without falling into clichés. It resonates with young Chinese consumers while showcasing Starbucks global coffee expertise and deep cultural insight. As its name suggests, may this joyful New Spring Overture illuminate your life with the brilliance of golden scales, guiding you on a radiant journey of renewal.
Highlights
The packaging design abstracts flowing snake-scale textures through gold-foil craftsmanship, symbolizing renewal, transformation, and vitality. Lantern and firework elements further illuminate the festive atmosphere, creating a modern, youthful, and culturally rich Chinese New Year visual narrative—while deliberately avoiding clichéd Spring Festival symbolism.
Market Performance
On its first day on the market, it surged to No.1 in total category sales. Compared with last year’s top-selling festive coffee beans, it again ranked first, and its first-day UPT exceeded Starbucks largest annual campaign, Holiday, by 80%. The UPT of brewed beverages made with this bean increased by an even more remarkable 130%.
These results demonstrate that cultural insight, flavor innovation, and visual expression successfully resonated with consumers, allowing coffee, for the first time, to integrate into festive emotions such as gift-giving, sharing, and reunion as a cultural symbol.
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material; 纸质 Paper
Craft
The use of gold foil stamping and embossing on the bean card adds visual depth, sharpening key visual elements while elevating the overall sense of refinement and premium quality through both sight and touch.
Does the design solve the problems that are common across the product category? If so, please explain.
无
What functional designs of the work have enhanced the user experience?
Through the integrated design of the bag and the coffee card, detailed origin information is elegantly presented on the reverse side of the card.
The coffee card serves not only as a refined collectible that highlights the uniqueness of different origins and limited-release coffee beans, but also as a meaningful gift card designed to convey personal sentiments. Consumers can include a customized message, transforming the card into a thoughtful gesture for Chinese New Year gifting or everyday expressions of care.
By blending the spirit of coffee exploration with the ritual of emotional connection, this design enriches both the collecting experience and gifting occasions—allowing the story behind every cup of coffee to be treasured and shared.
Did the design help increase the sales performance of the product? If so, please give related evidence.
On its first day on the market, it surged to No.1 in total category sales. Compared with last year’s top-selling festive coffee beans, it again ranked first, and its first-day UPT exceeded Starbucks largest annual campaign, Holiday, by 80%. The UPT of brewed beverages made with this bean increased by an even more remarkable 130%.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
无