PUMPKIN SPICE & Everything Nice
This is my favorite time of year! As the calendar wistfully flips to mark the summer's end, our senses are enhanced with all things autumn. The chilly mornings with the smell of wet, changing leaves wake your senses as you leave for school and work.
Nature stimulates our vision by surrounding us with warm, rich, earthy, vibrant landscapes. The colors stretch from the darkest brown and leaf green to the most intense orange and yellow, passing through old gold and almost all shades of red. Each is inspired by the seasonal changing of leaves' colors as temperatures drop and daylight shrinks. I want to surround myself with everything so it also appears in my design palettes.
I am a huge coffee connoisseur and love a quality seasonal latte. Sure, there are naysayers, but I am not focused on all that - I am just enjoying it, especially this year. It is the 20th anniversary of the now iconic Pumpkin Spice Latte!
On an early spring day in 2003, the Starbucks R&D team gathered, armed with kitschy fall decorations and pumpkin pies to explore ideas. They spent days sampling a forkful of pumpkin pie followed by a sip of hot espresso – teasing out which flavors from the pie best complemented the coffee. For three months, they explored options before the now iconic beverage was born.
This patient effort is a lesson for us all. Small business owners and marketers can studying techniques used to create this now thriving "pumpkin spice economy" highlight the following:
- Understand your audience
- Capitalize on consumer sentiment
- Package design matters
- Infuse playfulness and personality
- Build anticipation
- Truly lean in and don't look back.
I recommend you indulge in quite a few before the seasons change again!
— Agata Khoury, Art Director