Moving Beyond Green For Light and Energy
Starbucks is entering the energy category with the introduction of Starbucks BAYA Energy, a ready-to-drink (RTD) beverage crafted from caffeine naturally found in coffee fruit as well as antioxidant vitamin C for immune support to give consumers a boost of feel-good energy. The beverages were developed through the North American Coffee Partnership (NACP), a joint venture between Starbucks and PepsiCo to create RTD coffee and energy products. The new beverage is available in three fruit flavors and contains 90 calories and 160 mg of caffeine per 12 oz. can. Package design was fully developed in-house at the PepsiCo Design + Innovation Center. Branding goes beyond Starbucks’ iconic family of greens and into a multicolor take on natural forms of light and energy. Each element, from the name to the illustrations that represent each flavor, helps capture “the feel-good energy” of the offering. Headed by Mauro Porcini, the PepsiCo design team describes its role as “connecting PepsiCo’s beverage, snacks and nutrition portfolios, with today’s hyper-connected, networked users and consumers hungry for meaningful, authentic and relevant brand experiences across multiple touchpoints and regions of the world.”
