April 7, 2025 (Packaging News) –
Creative agency Marks has created a packaging redesign of Starbucks’ Refreshers drink in a bid to boost its impact on the Chinese ready-to-drink (RTD) market.
The refreshed design draws on “emergent semiotic trends of abstract patterns and vibrant colour that cue optimism”. It targets the Gen Z demographic with a fresh look that “dials up attitude and individuality”.
Danny Lye, Marks vice president, design Greater Asia, said: “Disruptive and eye-catching, the new design adds striking personality that is uniquely appealing to the younger generation of Chinese consumer. Tapping into the target audience’s pursuit of personal style and attitude, it brings elegance and a premium touch through the sensory and bold design, both in structure and graphics.
“Together, bottle and graphics deliver an unexpectedly refreshing visual and sensory experience. They mark a significant investment to position the product as a disruptor in RTD beverage, offering excitement and newness in an extremely competitive environment.”
Catrina Xiaoyu Wang, senior manager, Starbucks China, added: “RTD is a crucial sector for us to reinforce our coffee leadership position in China. As an exciting and disruptive extension to our line that breaks away from the more functional mindset of competitors, Refreshers is designed to drive penetration, recruiting new users and boosting our ambition to become the most loved RTD coffee brand in the market.”
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