Starbucks has unveiled its new region-wide 360 integrated campaign ‘Original Knows Original’, which aims to reaffirm the brand’s promise of offering customers a place to be themselves.
From personalising their coffee to expressing their authenticity in any way they choose, the ‘Original Knows Original’ campaign reflects how the brand cares about individual tastes and communities in the region.
For Starbucks’ Original Knows Original campaign, I led the art direction, design, and visual storytelling across the full 360° rollout. I developed a distinctive creative world that celebrated individuality through authentic characters, culturally relevant moments, and playful brand expressions, while also designing bespoke bilingual typography that gave the campaign a unique and locally resonant voice.