ART DIRECTION
CREATIVE DIRECTION

2021︎︎︎

Client

Starbucks Latin America

Rock the agency

The idea (︎︎︎) Nowadays, Starbucks has around 1,500 stores throughout Latin America, showing the brand's quick expansion since the first store was opened back in 2002. It is always a challenge to create an assertive communication that can be used across the continent. Espacio Crudo is responsible for showcasing its products, new services, seasonal merchandise, and the overall lifestyle it offers in all the countries where the brand is present. As the art director, I have been transforming the brand guidelines into visuals, including still images, videos, and gifs that are used in various countries from Mexico to Argentina.

A sample of editorial product photographs, exclusively created for each of the 22/23 seasons of Starbucks Latam, showcases diverse seasonal inspirations and tailored lifestyle sets meticulously crafted to meet the brand's needs.

[ What i received from the client ]
Moodboard by Starbucks (︎︎︎)

_Season 1 (︎︎︎) Conceptualization

[ What i received from the client ]
Moodboard by Starbucks (︎︎︎)

_Season 2 (︎︎︎) Conceptualization

[ What i received from the client ]
Moodboard by Starbucks (︎︎︎)

_Season 3 (︎︎︎) Conceptualization

Core products were developed in atemporal settings that draw inspiration from the brand's primary color palette. These settings seamlessly adapt to the ever-changing seasons, diverse countries, and unique market demands, ensuring a harmonious visual  across all contexts.

One of the challenges of the project is to create a visual language that can adapt to different regions while paying attention to small details that convey the essence of Starbucks without providing a specific context or location in the pictures, but also conveying the different seasons and weather conditions through a single visual.