Ravello is:
An elevated cocktail experience for modern day camping.
Presented to you by Starbucks Reserve
Brand
Starbucks
Category
Product Design
,
Branding
Time
Spring2024, 14 week project
Key Question
How can Starbucks, with 35,000+ stores worldwide, expand beyond coffee to keep pace with shifting market trends and redefine its role in the modern lifestyle experience?
In 2014, Starbucks Introduced Starbucks Reserve
An elevated Starbucks experience with rare, exceptional artisanal coffee, selective specialty recipes, and immersive roasteries.
The Reserve Bar is one of the most unique experience at Starbucks Reserve
However
With only 6 Reserve Roasteries world wide, Reserve specialties are lesser known to customers compared to the common stores.
As of today, Starbucks' largest customers are:
Gen Z
33% of Americans aged 18 to 24 frequently visiting Starbucks, particularly drawn to its specialty drink options
Millennials
45% of Starbucks customers are aged between 25 and 40 years, aligning with the Millennial demographic.
These Groups Share Values In:
Weekend Get-Aways
Millennials account for 41% of campers, with an increasing interest in traditional tent camping, while Generation Z, comprising 27% of new campers, tends to prefer glamping experiences. Both generations are more diverse and tech-savvy, with a significant portion seeking tech-friendly camping options.
-SGB Online
Recreational Drinking
According to 2022 data, alcohol consumption is notably prevalent among young adults in the United States. Specifically, 61.2% of individuals aged 21 to 25 and 63.1% of those aged 26 to 29 reported current alcohol use. These figures highlight substantial alcohol consumption within the legal drinking age groups of Generation Z and Millennials.
-Statista
Experiential Spending
A Deloitte study reveals that 44% of Millennials and 42% of Gen Z are willing to pay a premium for products or services from brands that prioritize experiences over just selling products. This underscores the importance of brands offering meaningful, experience-driven interactions with consumers.
-Deloitte
What is like currently?
Camping + Cocktail
Damage during transport
Materials like bottles and bottles of base liquor, citrus, bitters, and such are fragile traveling bumpy terrains
Running out of Ice
Most coolers can only hold ice up to 12 hours, running out before night of first trip
Too many tools and Ingredients needed
Making a cocktail needs a great variety of tools like shakers, stirs, strainers, hammers, and more to make different types of cocktail
Design Angle
What if Starbucks can create a more convenient and complete camping cocktail experience for Gen Zs and Millennials?
Introducing
More projects