AURÉLIEN LECOUR
Aurélien Lecour
Marseille, France
Marseille, France
MID-AUTUMN
FESTIVAL
For Angelini Design - Starbucks China - 2019
CREATIVE STRATEGY
CREATIVE STRATEGY
PROJECT MANAGEMENT
ILLUSTRATION
There is a brave hero who defies the Sun, an elixir of immortality, a villainous thief, the tragic sacrifice of love, a cosmic exile and a friendship with a moon dweling jade rabbit. The myth of Chang'e is the inspiration of the Mid-Autumn Festival, China's second most important holiday, and the biggest promotional event of the year for Starbucks China (3500+ shops). It is a season for gazing at the moonlight and for giving, and sharing moon-cakes, usually offered in extravagant packaging.
My plan for the 2019 edition is to showcase the process of making the boxes into the pieces of art that they are meant to be. During a special event at the Shanghai Roastery, a master craftsman would use traditional Chinese woodblock technique to hand print the master copy of the box artwork, which is to be designed by a local artist. Thus showing that Starbucks believes that China's tradition of excellency in craft and art is today more relevant than ever, and proving its own commitment to an innovative approach to heritage.
My role in this project was to come up with the whole event concept; to identify and assemble the appropriate artisan and artists to collaborate with; to create the pitching deck and to realize visuals to illustrate the idea.
A live printing event at the Shanghai Roastery,
involving a local artist and a master craftsman.
involving a local artist and a master craftsman.
My plan for the 2019 edition is to showcase the process of making the boxes into the pieces of art that they are meant to be. During a special event at the Shanghai Roastery, a master craftsman would use traditional Chinese woodblock technique to hand print the master copy of the box artwork, which is to be designed by a local artist. Thus showing that Starbucks believes that China's tradition of excellency in craft and art is today more relevant than ever, and proving its own commitment to an innovative approach to heritage.
My role in this project was to come up with the whole event concept; to identify and assemble the appropriate artisan and artists to collaborate with; to create the pitching deck and to realize visuals to illustrate the idea.
DRAGON BOAT FESTIVAL
For Angelini Design - Starbucks - 2019
ILLUSTRATION
Paddles up! Starbucks celebrate the Dragon-boat Festival with limited availability dumplings and a special campaign that communicates the idea of summer, nature, tradition and sport. For this purpose, I created an illustration that would be developed on in-store and online communication, and on limited edition merchandising.
20 YEARS IN CHINA
For Angelini Design - Starbucks - 2019
LOGO DESIGN
TYPOGRAPHY
After just 20 years, China has become Starbucks' biggest market. It has 3500+ cafes, and is now opening digital stores. To celebrate this significant anniversary, I have designed a special logo, that has been attached to all the communication of Starbucks China in early 2019. The logo is made with woodblock printing treatment, as an evocation of Chinese tradition, and the zero is reminiscent of the Siren logo.
CHINESE NEW YEAR 2019
For Angelini Design - Starbucks - 2019
ART DIRECTION
ILLUSTRATION
TYPOGRAPHY
For 2019 Chinese New Year, Starbucks China wanted to break away from the traditional red and gold and go for a campaign that is bold, fresh, and celebratory. We covered the walls with a thick bright pink and drew expressive graffiti to convey the blessings of new year, and to hint at the seasonal ingredients of the products.
