Brewing Local Pride: How Coffee Inspired One of My Favorite Brand Collections
It started with a simple question:
“What if we take this coffee and make it a merchandise collection that brings each city to life?”
That question sparked one of my favorite projects—a collection that blended art and science, passion and precision, all centered around a single idea: helping customers connect more deeply with the Starbucks brand and their city.
The Vision
Create something authentic and unique—a way for customers to celebrate the essence of each city while discovering the story behind a new favorite coffee. Each collection would highlight local artists, capture the spirit of the area, and offer something you could only find there. For collectors and travelers alike, it became a tangible memory to take home.
The Strategy: Art Meets Science
The science was clear: meet business goals and drive growth through new merchandise opportunities. The art was in how we did it—by deeply listening to our customers and partners who kept asking for that “cool thing” you could only get here.
Every decision balanced brand integrity, commercial goals, and emotional connection. It wasn’t just about making products—it was about building belonging.
How It Came to Life
As with everything at Starbucks, it started with the coffee. The talented global coffee team developed custom whole bean blends that brought each city to life in your cup, anchoring a merchandise collection that shared the same intention and storytelling.
We designed a core collection that was both giftable and travel-friendly—since many of our customers were on the move. Shared silhouettes created consistency across cities, while unique, co-created pieces with local artists made each location distinct. Every item had a story to tell and gave our partners (employees) a way to proudly share their city’s identity.
Behind the scenes, it was a massive cross-functional effort—25+ products, 20 suppliers, and hundreds of alignment meetings. Matching Pantones across dozens of materials, solving for packaging that looked great and traveled well, ensuring every piece reflected the same care as the coffee itself.
The Impact
The result was a collection that customers genuinely loved—one they sought out, collected, and shared. Partners loved talking about it, proud to see their city represented in a way that felt both authentic and aspirational.
And perhaps most rewarding of all: these weren’t just souvenirs. They became part of people’s lives—the sweatshirt they reached for on weekends, the water bottle that joined them on their morning commute, the mug that reminded them of their wonderful experience at the Roastery.
Why It’s One of My Favorites
Because it represents everything I believe in:
The power of listening deeply to customers and partners.
The impact of staying true to a vision, even when it requires relentless advocacy.
The joy of transforming a simple product into a story people want to be part of.
It’s proof that when strategy and creativity work hand in hand, the result isn’t just good business—it’s brand magic.
