This descriptive name for Starbucks blend of coffees from the world's three coffee-growing regions was bold, simple and numeric. The packaging artwork was designed by Deb Hebner. This coffee was a strong seller for Starbucks.
For Starbucks premium line of coffees, I coined several names. Rwanda Blue Bourbon hints at the blue-green color of the unroasted Bourbon Arabica beans. The story of Rwanda rebuilding itself through speciaty coffee was signaled by this unique coffee offered exclusively at Starbucks.
I created this name for Starbucks blend of Fair Trade Certified coffees. Estima is Spanish for pride.
I was responsible for leading the naming team in developing a name for a coffee that marked the company's 40th anniversary. Our assignment was to not simply name a coffee, but to create a theme that honored our customers, employees, and coffee farmers, and one that would ripple outward through communications inside and outside of the stores. I brought in designers to help generate names as well as writers, and designer Fumi James was the first to suggest "Tribute". The copy on the side of the bag begins with "Here's to you." Store signage and advertising picked up the same language.
Tribute Blend was the most successful coffee Starbucks has offered to date, with the exception of Christmas Blend.
When Starbucks looked to launch drinks made with a natural extract from green (unroasted) coffee beans, I coined the name "Greenstyle coffee". This name creates a new coffee platform that can extend to future lines of business.
In 1998, while working at Heckler Associates, I helped name Tiazzi and created the descriptor "Juiced Tea".
