Starbucks Odyssey NFT Collections

  • Time

    2022-2023

  • Role

    Visual Design
    Art Direction
    Creative Concepts
    Animation

  • Tool

    Photoshop
    Illustrator
    After Effect
    NFT Art Generator by onemint

  • Team

    CD: Gary Jacobson
    ACD: Derek Shimizu, Anasazi Wade, Luis Infante
    Designers: Jesse LeDoux, Brit Van Guilder, Krispijn Larrison, Ian Vibbert
    Writer: Rachel Block, Kaili Doud
    CPM: Holly Kauffman, Erin Dooley

Overview

Starbucks Odyssey is a unique customer loyalty program utilizing Web3 technology to elevate brand presence in the digital world. At the core of this effort are limited edition NFTs crafted to captivate Starbucks fans by providing opportunities for collecting and earning rewards through purchases of limited edition NFTs. The project encompasses the conceptualization, design, and deployment of three unique NFT collections within the Starbucks Odyssey ecosystem. These collections draw inspiration from Starbucks’s 1970s art archives, revitalizing the brand’s iconic imagery in a modern digital format through collage and animation. These collections generates 15K+ unique stamps and a total sales volume of $1,246K across primary and secondary markets to date.

Design System

To generate thousands of unique NFTs effectively, the team created design systems centered around a layering approach. Each layer was carefully crafted to narrate a slice of Starbucks' rich heritage, weaving together elements of coffee origins and culture from the brand’s design archives. Leveraging this layering system, the team created captivating, collage-like compositions that resonated with Starbucks enthusiasts and NFT collectors. Through extensive QA processes and rigorous testing, we were able to ensure seamless compatibility and coherence among all elements from each layer, delivering a truly immersive experience for Starbucks Odyssey.

The First Store Collection

Paying homage to Starbucks’s rich and storied history, this collection celebrates the iconic first Starbucks store in Pike Place Market by featuring NFTs crafted with historical symbols and deep cultural resonance. The creative team carefully pulled old artwork from the company’s extensive archive, dating all the way back to when Starbucks first began serving coffee in 1971. Then we breathed fresh new life into these vintage visuals by transforming them into dynamic collage art, complemented by playful animations subtly integrated into the background.

Green Apron Collection

Drawing inspiration from Starbucks baristas' distinctive green aprons, as well as the classic old brown apron, the festive holiday red apron, and the extraordinary coffee master black apron, this collection pays tribute to Starbucks baristas around the world, spanning from the past to the present day. By using the iconic green apron as a creative canvas for self-expression, the collection truly captures the essence of Starbucks' vibrant and diverse culture. It offers NFTs that deeply resonate with both baristas and customers, celebrating their shared connection and passion for coffee.

Holiday Cup Collection

The Holiday Collection was inspired by 26 years of holiday cup designs. Each Holiday Cup Stamp is a snapshot of Starbucks’s holiday history, capturing the sentiments and stories behind each cup design. My role was to craft the overarching creative vision and animation for this collection, resulting in 8K+ unique stamp designs that deliver holiday joy to our Odyssey members.

Key Achievements

  • Lead, Conceptualized, and brought to fruition 8K+ unique NFTs for the Holiday Collection.

  • Collaborated on the design of the First Store and Green Apron Collections, infusing each NFT with storytelling elements that resonated with Starbucks enthusiasts.

  • Played a key role in evolving the design system based on the capability and limitation of NFT Art Generator. Streamlined the design process and minimized QA workload.