STARBUCKS
S E N I O R C O P Y W R I T E R
F O O D & B E V : M U L T I - P L A T F O R M
THAT FIRST SIP FEELING
Superlative mentorship, stellar project management, and a diverse portfolio of projects made my time at the Starbucks Global Creative Studios professionally invaluable. Working primarily on the emerging brands team, I touched everything from Voice & Tones and seasonal in-store promo signage to product naming and packaging copy. Highlights included the witty, pun-filled Teavana work I spearheaded, as well as the department-wide adoption of my personal copy delivery template that helped ensure design and copy were in lockstep across multiple SKUs.
R&R: BRAND DEVELOPMENT | CONCEPTS | VOICE & TONE | COPYWRITING: IN-STORE PROMO & WAYFINDING, PACKAGING, NAMING, DIGITAL, SOCIAL
TEAVANA REBRANDING
BRAND VOICE: BEFORE & AFTER
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FROM AMPERSAND-HEAVY NAMING CONVENTIONS
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➔ TO WORDPLAY WITH WIT & PERSONALITY
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FROM REFINED BUT BASIC TAKES ON TEA
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➔ TO STORYTELLING WITH A SENSE OF HUMOR
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FROM OVERLY EARNEST MESSAGING
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➔ TO CHEEKY, BUT STILL SINCERE, SENTIMENTS
PRODUCT NAMING
COLLECTIONS & BRAND LINES
FLAVORS
IN-STORE PROMO
STARBUCKS
TEAVANA
FLAVOR DESCRIPTIONS
