Labels are a foundational piece of the Starbucks in-store experience, used to produce, fulfill, and identify over 12 million orders per day. Over time, the original label system that was introduced in 2014 has struggled to keep up with evolving store operations, partner needs, and customer expectations. I helped with the redesign of the Starbucks label system to solve for operational clarity, customer experience, and brand alignment.

The Challenge

The original label design was falling short in three core areas:

Partner workflow friction: Difficulty reading modifier instructions and grouping orders accurately

Customer confusion: Orders were hard to identify due to lack of clear visual hierarchy

Brand mismatch: The labels felt outdated and disconnected from Starbucks' visual language

With millions of labels printed every day, even minor inefficiencies added up quickly in both labor and customer experience costs.

My Approach

Collaborated across teams: Worked closely with Retail Ops, Store Experience, and FMO Portfolio to capture partner and customer pain points

Redesigned for clarity and hierarchy: Introduced a bold customer name, visually distinct product groupings, and improved typography for modifier instructions

Prototyped and tested in context: Rolled out the new label design in 1,500 stores to validate improvements with real-world usage

Iterated based on feedback: Paused national deployment to address partner concerns—then re-tested and launched with refinements.

The Solution

The updated label system now supports:

Partners: Easier order consolidation, clearer modifiers, and less cognitive load during peak rush

Customers: Faster order identification, reduced handoff errors, and a more polished experience

The Brand: A refreshed, aligned visual system that supports trust, efficiency, and familiarity

The Impact

• Post-redesign testing across 1,500 stores revealed significant support:

• 85% of partners preferred the new label over previous versions

• 89% of partners agreed (or were neutral) that it addressed prior concerns

• 86% of partners agreed (or were neutral) that it improved ease for both partners and customers

• Improved order accuracy and reduced handoff friction noted in qualitative feedback

Final Thoughts

This redesign reflects years of collaboration and iteration. I’m proud to have contributed to a foundational part of the Starbucks ecosystem—and to design work that quietly but powerfully supports millions of daily customer interactions.

The next label iteration will focus on improving product name clarity which will include full parent product names and size distinctions (e.g., Tall vs. Trenta). These updates aim to eliminate abbreviation confusion and continue making life easier for store partners and customers alike.