PepsiCo | Starbucks Frappuccino Flavor Extension | Label Design

PepsiCo was introducing Starbucks Frappuccino Strawberries & Crème, a departure from the coffee-based beverages in the existing bottled Frappuccino line. The packaging needed to feel immediately recognizable as part of the Starbucks Frappuccino family while clearly communicating that this was a different, caffeine-free crème beverage.

My team explored a wide range of label design and packaging graphics to find the right balance between continuity and differentiation. Concepts varied the emphasis on the strawberries-and-crème flavor, the caffeine-free message, color, imagery, typography, and existing Frappuccino brand elements.

The exploration demonstrates the challenge of product line extension design: introducing something new without losing the visual equities consumers already recognize. The result was a series of packaging directions that gave the new flavor its own presence while keeping it firmly connected to the established Starbucks Frappuccino brand.