Sophisticated and aspirational, that's the look of the new Spring campaign launched by Starbucks in 5,000+ shops China. Niccoli.Design took care of the whole campaign, from the initial idea to the final artworks and the art direction of the photo shooting.
Concept:
Spring is the time of the year when nature wakes up and people find a new energy to connect with it and with others. A new light brightens up our winter and allows us to reflect on the beauty that is all around, giving us new perspectives and hope for the coming future.
Three key-visuals express the different phases of blooming (growth/budding, full blooming and fading), through different color accents and props.
Reflection, looking-alike, new points of view, connections: Spring becomes bold and modern, mixing elegance and style.
Client: Starbucks
Creative direction: Niccoli.Design