GoodGood 星善食™ 主义 is the new brand-level campaign that uses the scale of Starbucks for good, to deliver premium, delicious and desirable products, and to act responsibly towards the world we live in.
For the first time in China, Starbucks promotes a whole plant-based meal set (a wide variety of drinks, first course, salad and sandwich), associated with eco-friendly packaging and in-store promotions, covering the whole life-cycle spectrum.
Niccoli.Design has been asked to design the logo and Visual Image, including the promotional campaign and the packaging label.
Fresh and bold is the style of the whole identity, able to promote a cool lifestyle trend to the younger generations, yet consistent with the clean Starbucks House style.
The tagline “Taste Good, Do Good, Feel Good” explains the concept behind the double word GoodGood: it’s more than a menu choice, it’s a conscious decision of doing good for ourselves and the environment.
The testimonial of the digital campaign is the Chinese singer and celebrity Li Yuchun (also known as Chris Lee), very popular among Gen Y and Z for her unisex look and rare voice.
Client: Starbucks
Creative Direction: Niccoli.Design