Starbucks

Cool, calm, caffeinated.

Starbucks had entered the energy category before, but nothing had fully landed. The space was dominated by brands like Red Bull and Monster, alongside a new wave of challengers. The challenge was not just to compete, but to do so in a way that felt unmistakably Starbucks.

I led creative direction for the product and brand expression in partnership with Pepsi. The brief was clear. Create a design system that could stand out in the cooler while staying true to a brand rooted in warmth, craft, and everyday ritual. Energy without aggression. Disruption without losing identity.

We pushed the visual system further than Starbucks typically goes, leaning into bold color and graphic clarity while grounding every decision in brand truth. The result was a can that felt distinct but familiar. Premium, approachable, and clearly Starbucks. A different kind of energy.

That thinking extended into the retail environment. Grocery aisles, convenience store coolers, and end caps were designed to signal a more considered energy experience. Not louder. More intentional.

The campaign brought the platform to life. In partnership with BBDO, we created a modern continuation of the Emmy-nominated “Glen” spot, reintroducing “Eye of the Tiger” through a new office character, Roy. The work launched across Peacock and Bravo, supported by social extensions that carried the tone across platforms.

The impact was significant. The campaign ranked in the top 2% of U.S. ads for sales impact. Purchase intent increased from 11% to 50% after viewing, and brand recall reached 77%, well above category benchmarks.

Starbucks did not just enter the category. It redefined how the brand shows up within it.