Holiday Your Way

Starbucks holiday 2022

Art Direction + Packaging Design + Illustration

Creative VP: Jen Quotson | Creative Director: Gary Jacobson | Associate Creative Director: Andrea Hilliard | Designers: Bonita Nongluk, Vivian Che, Yumi Reid, Lauren Cartmell, Kiersten Miller | Copywriter: Grace Gabel

Project brief: Our mission is to bring people together over coffee—and during the holidays, it’s served with an extra shot of festivity. We were tasked to create a festive, brand-forward campaign that makes all customers and partners feel seen, no matter what traditions they celebrate. The scope of work for this project included trend analysis, crafting moodboards, creating a unifying narrative, and building out a toolkit of colors, typography and assets.

The Creative Studio looks to the world of graphic design and beyond for inspiration – lush textiles, dreamy photography, and glittering elements of the natural Earth come together to inform the campaign.

After wrapping up the creative expression guide and asset library, I worked on developing our packaging direction with Vivian Che whilst the rest of the team focused on cups and other paper goods.

I also helped lead our work for Holiday gift cards, a collection of 40+ cards illustrated by about a dozen Creative Studio designers.

We created a unifying moodboard for our illustrative expression defined by playful motifs, perfect imperfections, and a bold, flat style. With so many creatives on a project, it was important to find common ground between all the individual assets.