Starbucks Evenings

introducing happy hour to The place you know and love

After 4pm in select stores, Starbucks offers wine, craft beer and small plates. Currently, 80% of all business in Starbucks is done before 4pm; however, many stores are open until 9 or 10pm. Starbucks saw an opportunity to get consumers back into the store in the evenings by creating a comfortable atmosphere with elevated service and a new menu.

The challenge is that there is a disconnect between a consumers' quick morning coffee routine and visiting Starbucks later in the day as a way to unwind and enjoy beer and wine.

I was tasked with creating the look and feel for Starbucks Evenings on digital, art directing a photoshoot of their product to be used on their website and marketing materials, as well as concepting creating their digital banner campaign and social post assets.

Photoshoot

Art directed photoshoot for Starbucks Evenings. Photography by Colin Price. Food styling by Robyn Valarik

Digital Campaign

Digital campaigns included takeovers and standalone banner ads on Eater, Thrillist, Waze, and other platforms in to announce Starbucks new offerings.

social

**Sauvignon Blanc has a new #BFF. Wine, pepitas, and more in select stores. #StarbucksEvenings**

**Golden beer + Golden light. #StarbucksEvenings**

**Say hello to a new brew. Enjoy craft beer and more in select stores. #StarbucksEvenings**

**To each her own. #StarbucksEvenings #HappyPlace**

**Let’s swirl. Join us for Thursday Tastings in select Starbucks stores. #StarbucksEvenings**

**Raise a toast. Or a roast. Wine, craft beer and small plates in select stores after 4. ☕ 🍷 #StarbucksEvenings**

**Old friends. New flavors. Enjoy wine, craft beer, and small plates in select stores. #StarbucksEvenings**

**Flip and sip. Enjoy wine and more in select stores. #StarbucksEvenings**

**Same place. New light. Enjoy wine and more in select stores. #StarbucksEvenings**

Style guide

Bold, arresting imagery on a dark background calls attention to shareable moments. Food porn meets storytelling. Focusing on close-up shots of the savory food draws people in, while the story surrounding the isolated images conveys the welcoming atmosphere.

credits

Role: Associate Design Director

Agency: Edelman

Producer: Kirsten Golden, Copy: Lauren Tyrell, Creative Director: Natalie Purbrick