TIMELINE

6 weeks

TOOLS

Procreate
Illustrator
Photoshop 

Illustration
Layout 

TEAM

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Starbucks is committed to sustainability and conservation, and has made significant strides towards achieving these goals. The card team has transitioned all physical cards to paper as part of the company's broader sustainability initiatives. In addition Starbucks eGifts are the perfect sustainable gift option for those looking to sustainably celebrate Earth Day with coffee.

As Starbucks increases its commitment to sustainability, an integral part of that commitiment that shows up in campaign efforts. Starbucks Earth Month is a critical message to its consumers about the brands continual efforts to be more planet conscious and susatainbility goals.

Starbucks introduced its first Earth Month Merch collection in FY21, which included a fully recyclable paper gift card. Since then, all Starbucks cards have been transitioned to paper cards as part of broader sustainability initiatives, and Starbucks Card continues to support Earth Month each year. The digital card channels continue to support Earth Month as a category to correspond with these efforts and support sustainable channels.  One of the ways to act more sustainably is to transition to digital gift cards, which will continue to be offered.

The target audience  for this card consisted of Starbucks customers who engage with the brand digitally and are interested in sustainablility and environmentally conscious gifting options. This includes Millennials and others who are seeking a way to give the gift of Starbucks in a way that aligns with their values.

A Starbucks eGift is the perfect way to gift to your loved ones while saving the planet.

The earth month campaign work had a predetermined look and feel as well as a color palette that the business requested the Earth Day card had alignment with. The illustation style and palette heavily influenced the direction of the card illustrations, with only slight variations of color being pulled in from the spring palette.

I wanted to make it abundantly clear that it was an Earth Day card since copy for this design was being omitted. To achieve this, I decided to go with a depiction of the earth included in the illustration as a glorified centerpiece, surrounded in swirling flora and fauna. I wanted to have a lot of energy behind it since spring is when we see the natural world really coming back to life after the winter season. The linework that sits behind the earth adds to this additional feeling of movement or momentum and gives it this effect of shining or glowing.

The design incorporates some coffee beans as a subtle nod, but really trying to keep it from feeling too campaign forward. overall the composition is a playful and simple celebration of earth and something that feels very giftable.



The Earth Day egift performed extremely well. The egift total category delivered $178K during the month of April, which was +24%/$35K vs the previous year, and the Earth Day egift delivered $124K of those activations (70% of total activations).  

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