ICY Dumplings are proprietary summer snacks that Starbucks made to celebrate the Dragon Boat Festival. During this day (June 25th) people all over China gather together for a race of boats decorated as the traditional dragon, and eat rice dumplings.
For this occasion Starbucks offered some limited edition bags made from recycled material, (designed by the local artist Na Zhang 张娜) as part of their GO GREEN approach.
The concept portrays the 5 dumpling flavors as boats competing with each other in the race to the beach where the bags are waiting. The shooting angle and their dynamic placement make the dumplings pop out and create an emotional connection with the customer.
The fresh and bold look is a celebration of the coming summer, with its explosion of colours and shapes reminding of the water, the sand dunes and the sun.
Niccoli.Design designed the campaign and the visual merchandise.
Client: Starbucks
Creative Direction: Niccoli.Design
Bag Designer: Na Zhang