Starbucks has released a 2013 pack for its 3 Region Blend that was introduced back in May 2010. For the new product, Starbucks has once again combined the finest beans from each of the planet’s three coffee-growing regions—Latin America, Africa/Arabia and Asia/Pacific—to show the power of united taste.
The new vibrant and playful packaging focuses on the flavors of the blend, while the previous visual interpretations played around the geography origin of the beans.
The product’s flavor composition includes floral, citrus and herbal notes, and this is well reflected in the design of the pack. Full neon of orange, turquoise and navy blue, mustard and lemon yellow, red and rosy, the flamboyant floral-inspired picture on the front communicates the burst of taste. The round Starbucks logo goes beneath the name of the product—2013, 3 Region Blend, Lush and Herbal. The imagery is placed against calm silver background, which replaced the gold canvas of the previous 3 Region Blend packs (below).
“Combining the finest beans from each of the planet’s three coffee-growing regions—Latin America, Africa/Arabia and Asia/Pacific—this is a blend that’s all about timing,” says Starbucks. “We have to wait for the precise moment when the coffee from each of these regions reaches their peak of flavor and freshness. Then, without letting one region overpower another, we carefully blend them to create distinctly harmonious layers.” The limited-edition pack is available for $12.95.
In early May, the brand also launched a motivational campaign, “Your Summer of New,” encouraging its consumers to reach out for the new experiences. The brand says that new rewards the bold, the adventurous and the romantic. The new effort is rolling out under Starbucks’ Frappucino banner.