Creativity

Starbucks: Their Train Has Come In

The packaging for a Starbucks limited-edition holiday promotion, based around the notion of a steam locomotive called the Starbucks Express, recently hit the retail rails via design firm Alexander Isley Inc. (

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The packaging for a Starbucks limited-edition holiday promotion, based around the notion of a steam locomotive called the Starbucks Express, recently hit the retail rails via design firm Alexander Isley Inc. (www.alexanderisley.com). Inspired by classic steam engine trains of the early 20th century, "the packaging design echoes the golden age of train travel and includes a modern-type treatment on the back," says Isley. In addition to naming the product and designing the retro style packaging, Isley Inc. created a collectors' edition poster that recounts the history of railroading in America. "The train itself was designed and produced by Sandbox Brands in New York, with whom we have worked for many years," says Isley. "The package takes its cues from early 20th century rail travel posters. Our goal in the design and illustration was simply to evoke that 'golden age of rail travel.' The back of the box has a more modern, interpretive type design, in which the copy was crafted to reflect the outline of the train. The poster contained in the box is intended to, of course, portray the train, as well as provide a brief overview of railroading and make the connection between the train and Starbucks. It's a real joy to work with a company that places such a high value on the importance of design."

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About

Credits

Date
Jan 27, 2004
Senior Designer:
Tara Benyei
Art Director:
Alexander Isley
Copywriter:
Dave Goldenberg
Illustrator:
Steve Forney
Design:
Alexander Isley Inc.
Client:
Starbucks

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