Starbucks Rwanda Blue Bourbon Specialty Coffee
by Starbucks

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Design reviewed April 2006
By Daniel Fogg

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For a change of pace I am reviewing an interesting package design I noticed last week while in line at Starbucks. This is a specialty coffee which is part of Starbucks' Black Apron exclusives. If you are interested in reading about the background of this specific blend of coffee you can read the information on the official Starbucks website here.

What is interesting about this package design is that it keeps surprising you as you unravel its many layers. Texture, color, and illustrations all work in harmony to provide a truly enjoyable and fun experience. I should note that I bought this box on the spot despite the fact that I do not drink coffee-it is indeed an eye-catching design!

The primary element of this package design that caught my eye was the front of the box. The entire front face is laser-cut with a striking and intricate pattern inspired by native African design motifs. The fine details of the laser cuts on the matte black paper are highlighted by the metallic magenta coffee bag placed inside the box. Laser cutting paper is a modern technique used when die-cutting does not provide the amount of desired detail.From a cost standpoint, laser cutting is significantly more expensive than die-cutting or regular printing therefore its use is generally limited to high-market gift items. In fact the only other example of laser-cutting that I have seen was included in a very expensive thank you gift card at Hallmark. I believe you will see more products with laser-cut paper in the future since it is a process that has yet to be used heavily and still has a novelty element to it.

Selecting the correct weight, surface and color of paper to be laser-cut is an important design decision as the laser can create slight burn marks at the edges of the design if the paper is not chosen correctly. The black card stock used in the outer box of this package is a perfect example of the type of media best-suited for laser-cut detailing. The paper stock also provides a nice counterpoint to the metallic sheen of the bag underneath. If the entire product were produced in a coated stock, the upscale feel would be diminished and perhaps seem too slick. The minimal use of color also conveys a sense of richness that coffee consumers would appreciate-clearly this is a "grown-up" product. The other interesting element to this product is its appeal to both men and women. The black paper feels masculine with its rough, matte finish but the overall look and feel is tempered with the warmer magenta colors and intricate details of the face.

The box is kept together with a simple yet elegant coated stock paper sleeve printed in full color. The sleeve itself is attached to the back of the box with removable sticky-glue.

Once you slip the sleeve off, the wrap-around side flap of the box opens up to reveal a nice visual surprise: descriptive text and globe patterns printed in a metallic gold ink on the reverse. This is clearly a package meant to be discovered and experienced in layers. Each element of the package reveals more information about the product not unlike an exploration through packaging narrative. The gold lettering and map design on the inside flap is a total surprise to the customer since those design elements are purposefully not included on any of the exterior faces of the box.

The final element of the package is a charming insert placed (almost hidden) behind the coffee bag. This insert reiterates the graphic elements from the back of the box and the paper sleeve and is printed in full-color on the outside on a semi-gloss stock. The inside of the insert is flooded with the same metallic gold ink from the box flap.

This is an excellent example of high-class package design that more than justifies the price point for this specialty coffee. If you are interested in purchasing this product you can find it in Starbucks stores which we all know are everywhere and of course online at the Starbucks website.