Marks’ recent packaging redesign for Starbucks Refreshers in China represents a strategic move to invigorate the brand’s presence within the competitive ready-to-drink (RTD) market. Recognizing the nuances of the Chinese consumer and the necessity for visually arresting branding, the agency has ostensibly sought to elevate the drink’s shelf impact.
The ready-to-drink (RTD) beverage market is fiercely competitive, and brands are constantly vying for consumer attention. Starbucks, recognizing the critical role of RTD products in solidifying its market leadership in China, has strategically redesigned its Refreshers line to specifically target the Gen Z demographic. This refresh is not simply cosmetic; it represents a calculated investment aimed at disrupting the market by offering a product that resonates with the unique values and aesthetic preferences of this younger generation.
The design refresh centers on “emergent semiotic trends of abstract patterns and vibrant colours that cue optimism,” explicitly designed to appeal to Gen Z’s desire for self-expression and individuality. This departure from more traditional designs is intended to inject “attitude and individuality” into the product. According to Danny Lye, Marks vice president, design Greater Asia, the new design adds a “striking personality that is uniquely appealing to the younger generation of Chinese consumer.” The intention is to tap into the target audience’s yearning for personal style and present a product that feels both elegant and premium through its bold, sensory design.
The emphasis is not just on visual appeal but also on the overall sensory experience. The bottle structure and graphics are designed to deliver an “unexpectedly refreshing visual and sensory experience,” contributing to the perception of the product as a disruptor within the RTD beverage landscape. This multifaceted approach highlights the importance of considering the entirety of the consumer interaction, from initial visual perception to the tactile experience of holding the bottle.
The motivations behind this strategic shift are clear. As Catrina Xiaoyu Wang, senior manager, Starbucks China, explains, the RTD sector is crucial for reinforcing Starbucks’ coffee leadership position. The redesigned Refreshers line is strategically positioned as an “exciting and disruptive extension” that breaks away from the “more functional mindset of competitors.” By appealing to Gen Z, Starbucks aims to drive penetration, recruit new users, and ultimately achieve its ambition of becoming the most beloved RTD coffee brand in the Chinese market.
In conclusion, the Refreshers redesign represents a deliberate and well-considered strategy by Starbucks to capture the attention and loyalty of Gen Z consumers in China. By embracing bold designs, vibrant colors, and a focus on sensory experience, Starbucks is aiming to disrupt the competitive RTD market and establish Refreshers as a leading choice for this increasingly influential demographic. This design-driven approach underscores the importance of understanding and adapting to the evolving preferences of target consumers in a dynamic and competitive market.
Source:
https://www.packagingnews.co.uk/design/starbucks-refreshers-bottle-revamp-by-marks
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