Illustrative Merchandise for Starbucks Reusables

The Starbucks Sustainability team sought assistance in creating a new shirt and tumbler design for their partners in Napa, CA. Napa was on track to become the first Starbucks store to enforce a ‘reusable only’ policy. This policy would prohibit single-use cups. Customers would need to bring their own reusable cups, borrow one from Starbucks, or stay and enjoy their beverages in-store. This pilot was part of Starbucks’ initiative to promote more sustainable practices.

The team wanted inspirational, youthful, and partner-oriented language, seeking graphic elements that resonated with Northern California’s younger demographic. The designs needed to work well for both t-shirts and tumblers.

The tone is playful, youthful, eco-friendly, and organic. Design inspiration comes from 2D flat illustrations featuring a minimal color palette, organic and abstract shapes, and textural elements. The imagery aligns with previous Starbucks campaigns, including gift cards with flowers that naturally blend shades of blue and green. Product photography of the drinks reinforces this color palette, with blues and greens echoing the surrounding environment.

It was important to stay true to the brand identity and message. Referring back to Starbucks Sustainability brand guidelines to ensure the colors were consistent with their branding, the palette includes a variety of greens signifying growth and renewal, with neutrals providing balance and stability. The pops of pink and blue add a touch of playfulness and excitement to the overall design.

A graphic toolkit was developed using Northern California landmarks and icons — the Golden Gate Bridge, Napa Valley vineyards, hot air balloons, the California bear, redwood trees, grapes, and reusable cups. The tagline "Reuse for a Better Tomorrow" anchored both the t-shirt and tumbler designs.

Following the success of the Napa pilot, Starbucks expanded the initiative to an Arizona location. The same toolkit approach was applied — this time drawing from Sedona red rocks, cacti, Route 66, cowboy boots, bull skull, the Arizona state outline, and desert sun.

The Starbucks reusable cup initiative across Napa, Arizona, and Petaluma was covered by major trade and national press — validating the real-world scale of the campaign this design work supported.