Starbucks – GoodGood Campaign

GoodGood 星善食™ was developed as a Starbucks China initiative to promote a more conscious way of eating through plant-based meals and environmentally responsible choices.

The campaign introduced a new offer within the Starbucks ecosystem: food that was enjoyable, accessible, and desirable, while also aligned with a more mindful lifestyle. At the heart of the concept was a simple but powerful idea: it tastes good, and it is also good for you.

The challenge was to translate this message into a distinctive identity that could appeal to younger generations without feeling overly “healthy”, restrictive, or niche. GoodGood needed to feel optimistic, fresh, and easy to engage with, while still remaining consistent with the broader Starbucks brand world.

More than a logo or a packaging label, the project required a flexible visual system that could work across multiple touchpoints from day one: product packaging, in-store materials, campaign visuals, digital assets, and promotional applications.

The identity was built around the campaign message “Taste Good, Do Good, Feel Good”, turning the idea of plant-based dining into something positive, approachable, and emotionally engaging.

Rather than treating the logo, illustrations, packaging graphics, and campaign materials as separate outputs, the project was developed as one interconnected system. Each element was designed knowing where the others would live, ensuring that the identity could remain coherent across formats while still allowing enough flexibility for different applications.

The visual language combined bold colours, playful illustrations, clear typography, and simple graphic compositions to express the dual nature of the offer: delicious and enjoyable, but also more conscious and better aligned with contemporary lifestyle choices.

This system-thinking approach allowed GoodGood to behave as a complete brand experience within Starbucks China, not just as a temporary campaign graphic.

A bold and fresh identity system was created for GoodGood 星善食™, helping position the initiative as a desirable plant-based food offer and a new lifestyle statement within Starbucks China.

The final visual language brought together branding, packaging labels, illustration, and campaign materials into one coherent system. It gave the initiative enough recognition to stand on its own, while still feeling naturally connected to the Starbucks environment.

The result was a flexible campaign identity that communicated the core message clearly: plant-based food can be delicious, positive, and good for both people and the planet.