Starbucks' Mike Peck to Keynote The Dieline Package Design Conference
Starbucks' Mike Peck, Creative Director of Packaging, to Keynote The Dieline Package Design Conference in San Francisco on Sunday at 1:00 PM. Mike will be unveiling and discussing a new direction for Starbucks' retail coffee packaging.
Mike is Creative Director of Packaging at Starbucks Global Creative specializing in packaging and brand design. He recently lead the brand’s design refresh and reimagining of the core packaging. For the past three years Mike has lead a team of designers focused on the global ready to drink packaging business as well as Tazo Tea packaging. Prior to Starbucks he was the associate design director at Lowe NY, a full-service advertising agency. There he worked on brands like Milk, Bank of America, Verizon Wireless and the New York Times. He has been a judge for the Art Directors Club 83rd international show and his design work has been recognized by the One Club and Cannes.
Packaging a Retail Experience
Few if any brands are as complex as Starbucks, with its retail cafés, grocery products and lifestyle cache. So how does a brand with so much invested in the customer experience package up its product without stripping away the dynamic aspects of the café? The answer lies in an important combination of consumer insights and shop-alongs, but more importantly – a deep seeded knowledge and love of the product. When designers have a passionate knowledge of the product they are designing for, creativity is only helped by data, not driven by it.