金曜日の午後、肩の力が抜ける一杯。スターバックス® COFFEE OF THE DAY カフェモカが問いかける、「ちょうどよいご褒美」という大人のビタースイート。

Never Tires, Even All Day Long: The Answer Called "Bittersweet"

Bottled coffee comes with different constraints compared to a cup brewed at a cafe.

"Because RTDs are often consumed over the course of a day, we needed to design something that wouldn't get tiring,"—this statement by the development lead highlights the core of this caffe mocha design. If sweetness is used to create satisfaction, it tends to feel heavier as you reach the latter half. The direction we ultimately arrived at was a "bittersweet satisfaction" born from the overlapping individual characteristics of coffee, milk, and chocolate.

Achieved through numerous trial batches, this balance avoids relying purely on sweetness, ensuring that both the first sip and the last remain wonderfully pleasant.

Starbucks' Commitment to Beans, Starting from C.A.F.E. Practices

Starbucks' coffee bean sourcing standard, "C.A.F.E. Practices," is a unique standard that encompasses not only quality, but also support for farmers and environmental considerations. For this series, we used exclusively coffee beans that meet these standards, and further adopted beans specially developed for the Japanese RTD market, taking into account how aroma and flavor are perceived at cold temperatures and their compatibility with milk.

Additionally, in flavored products like caffe mocha, the impression of chocolate or milk can sometimes stand out too much. However, in this design, we made sure that the authentic coffee feel shines through.

Dark Brown and Metallic Cacao Motif: Designed to "Lift Your Mood Before the First Sip"

"We aimed for an experience where anticipation for the taste builds the moment you pick it up, lifting your spirits even before taking a sip"—this remark regarding the package design symbolizes the experiential design Starbucks poured into this product.

Based on a dark brown tone with a metallic cacao motif, bronze accents, and the prominent Siren logo in the center—the visual world of "sophisticated adult caffe mocha" is conveyed, creating a sense of "just the right reward" the moment you pick up a bottle. While maintaining consistency with Black and Caffe Latte, careful attention was paid to differentiation so that caffe mocha is instantly recognizable, even down to the shelf scene where lining up all three creates the fun of choosing, "Which one should I have today?"

At your work desk, inside your bag while on the move, or in your shopping basket—the design is crafted with the wish that just having this single bottle makes your day a little bit richer.