Nestlé Coffee Partners
- 01Product design across ceramic, stainless and plastic
- 02Packaging and gift set systems
- 03Retail strategy and sales assets
PDF worked directly for Ecotech, managing Nestlé Coffee Partners' Starbucks brand. Product design across ceramic, stainless steel and plastic, built to Starbucks brand standards, spanning the retail assortment rather than a single item.Brand standards is a polite way of saying four hundred rules, and you find out about rule three hundred on press day.
The assortment sold into Costco, Walmart, premium retailers and premium grocers. Different price architecture in every channel. One brand across all of them.Same mug, four price points, and every buyer is convinced theirs is the one that matters.
Seasonal product means a new line every season, which means the reorder is a renewal. They came back season after season through 2025.Nobody sends a thank you note in this business. They send the next purchase order, which is worth a hell of a lot more.
Three companies, one brand standard, and a lot of red tape.Nestlé knew best, Keurig had its own rulebook, and somebody still had to make sure it looked like Starbucks by the time it hit the pallet.
The swirl cup ran on a compressed timeline.Which is a nice way of saying rapid prototyping, then three weeks of waiting on feedback, then everything due Friday.It sold.
Every retailer wanted a SKU nobody else could carry.So we moved a colorway and called it exclusive. Make the little man feel big. Nobody ever just orders the thing that already sold.
Ten and a half million dollars across three channels.Turns out the fastest way to keep a licensor happy is to make the buyer look smart in December.
