Starbucks X

Starbucks has always has a stream of designer collaborations gracing their shelves. Each line with their own personality and its own fans, but without anything tying them together, these collaborations become a forgettable beauty parade.

We created Starbucks X to house all of Starbucks’ design collabs across Asia. Each Starbucks X campaign would revolve around the single, simple X and take on the character of the design, always changing to reflect the provenance stories of each partner artist. Our vision was to turn Starbucks X into a curation platform, exciting customers with fresh choices, and elevating Starbucks as a design curator across cultures.