PRONTO FLAVOR SHOTS
STUDENT PROJECT - FALL 2014
The brief for this collaborative class project was to re-brand and re-develop an existing product. Working with a graphic classmate (McKenzie Finchum) and two industrial students (Robin Lee Held and Emily Nimrick), we decided to go beyond the brief and create an entirely new product: Pronto.
Pronto is a new, innovative, and convenient coffee-enhancement product for Starbucks designed for the always on-the-go consumer who values a customizable coffee drinking experience. The structural design focuses on portability, ease of use, and the familiarity of the in-store syrup dispensing process. It travels easily in purses and pockets, can be used comfortably with a single hand, and utilizes a dosing mechanism that perfectly measures one serving of syrup, mimicking the “one pump” of syrup typically added by a Starbuck’s barista.
The brand name and graphic form language consider the conventions and equity already established by Starbucks. “Pronto” means “immediately, promptly, or quickly,” which references the essence of the brand promise but also fits well with other Starbucks’ sub brands like “via.” Our tagline, “Pop It, Click It, Sip It,” references the product’s ease of use serves as a subtle of how it works.
With Pronto, you can have a personalized Starbucks experience anywhere, anytime.