The Teavana brand faced a big transition after being acquired by Starbucks in 2012. Their boutique storefronts were closed in 2017, and products migrated to the shelves of Starbucks and other retailers. How could they ensure a smooth and successful transition? Packaging had a large part to play in how the brand would show up in this new context.
Speed only works when the system works. To hit the launch, we tackled innovation and manufacturability in parallel with structural design. That meant advancing mold development, machine building, and resin engineering while dialing in a production-ready process.
To make it all real, we built the capability to produce at scale, establishing a dedicated warehouse and manufacturing setup and running around-the-clock production. The result was custom packaging (and a very custom manufacturing workflow) that could deliver under pressure.
Three months later, the new custom-designed G Series coolers debuted at the Super Bowl and rolled out across major sporting events throughout the year. The dunk handles were a smart structural design choice, built for easy grip and consistent performance when it counted most. Bottom line: a fast, field-ready launch powered by packaging design, material innovation, and rigorous prototyping and testing.
