Starbucks 13 Regular Coffee Beans with Brand New Packaging! Starbucks Coffee Classroom CT Has New Stories to Tell!

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Every Starbucks partner has likely worried about CT (Coffee Tasting) and coffee classroom themes! Many mentors impart this secret tip when guiding apprentices through CT: "Look up information about the patterns on the 13 regular coffee beans and their背后的 stories, then determine a theme that connects beginning to end, expresses your ideas, and also represents Starbucks culture!"

Unconsciously, this secret tip has been used for nearly 10 years, and the stories within the packaging of the 13 coffee beans have been expressed in countless ways. Now, the conveyed information is no longer sufficient to help more consumers understand the stories behind Starbucks and the actions taken for sustainable development. Therefore, Starbucks decided to redesign these coffee bean packages and released five of the latest coffee bean packages on August 29th.

Telling stories through art has always been one of Starbucks' primary marketing strategies. Mere textual expression cannot resonate with consumers, but colors can! Through unique local culture, symbols, and colors from coffee-growing regions, hand-drawn illustrations allow consumers to connect with coffee origins and coffee growers when selecting a coffee.

In previous packaging designs, the monochromatic color and pattern combinations could no longer attract the attention of new-generation consumers. Therefore, this design uses bold and rich color combinations, with patterns and information that are more vivid. It also incorporates more elements of coffee flowers, coffee fruits, and local unique plants, emphasizing the origin of coffee and the stories of farmers.

Newly Redesigned Coffee Bean Varieties

The first coffee beans released with the new design include: Veranda Blend (Light Roast), Pike Place Roast (Medium Roast), Guatemala Antigua (Medium Roast), Caffè Verona (Dark Roast), and Sumatra (Dark Roast).

Veranda Blend

Veranda Blend is a light roast coffee bean from Latin American growing regions. As the most common architectural structure in Latin America, the courtyard balcony provides a comfortable gathering place and symbolizes the third space. Hummingbirds are the most common birds in Latin America, symbolizing exploration.

The new packaging features hummingbirds, balcony railings, coffee fruits, coffee flowers, and periwinkle patterns, combined with rich colors to create a lively and relaxed balcony atmosphere. This allows everyone who tastes this coffee to not only feel the rich natural resources of Latin American coffee-growing regions but also experience the warmth of Latin American coffee farmers.

Pike Place Roast

Pike Place is a medium roast coffee bean from Latin American regions, named after Starbucks' first store location to convey the Starbucks spirit.

On the new packaging, designers placed greater emphasis on design elements that further express the brand's history and strengthen Starbucks' contributions to coffee sustainability. Therefore, the packaging intersperses coffee branches with coffee flowers and ripe fruits, and uses the original logo, Pike Place store, and travel stickers, symbolizing that customers can expect consistent coffee wherever they are.

Guatemala Antigua

Guatemala Antigua is a single-origin coffee bean from the Antigua region of Guatemala. In the Antigua region, coffee is a family tradition and a source of pride.

The new packaging design still uses Guatemala's national bird, the Resplendent Quetzal, as the main pattern. It's also a local endangered species, hoping to draw more attention to environmental protection. Many local unique plant patterns have been added to enrich the packaging design, and the color has shifted to warm copper tones, echoing the coffee's roast profile.

Caffè Verona

Caffè Verona is actually a brand coffee bean customized for restaurants, used for making Irish coffee. The name comes from the setting of Romeo and Juliet, hoping that during the tasting process, the rich dark chocolate and caramel flavors will evoke romance.

The new packaging changes the original style while retaining the iconic Verona rose pattern, and adds castles, fountains, and everlasting vines, allowing consumers to further experience the romantic charm of these coffee beans.

Sumatra

Sumatra is a coffee bean from Sumatra Island, Indonesia (also known as Mandheling coffee). The original packaging's colors and tiger patterns conveyed the stable flavor profile of these coffee beans, while the new packaging adjusts the proportion of tigers related to palm trees and jungle landscapes.

In terms of texture, there are similarities between the shapes of tigers and palm leaves. In terms of color, it adds layers and mysterious elements to each other. This encourages everyone to explore the charm of Sumatra coffee, beyond just the mellow and rich coffee flavor.

Attracting the Next Generation

This product packaging shows that Starbucks is also hoping to attract the attention of new-generation consumers. Since Howard Schultz's return, he has expressed that he is very concerned about Starbucks' connection with young people and doesn't want to operate a business with an aging customer base. Therefore, recent Starbucks beverages and products have incorporated more elements favored by new-generation consumers, not just remaining with classics.

Image source: Starbucks official website

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