Starbucks has always been a loyal fan of brand co-branding and launches a large number of co-branded products every year. But this time, it seems a little special. Starbucks turned its attention to the Hermès brand "Shang Xia" and chose to launch two gift boxes on the occasion of the Mid-Autumn Festival: "Xingyue Jiming" and "Jade Rabbit Holding the Moon".
As a representative of coffee culture, Starbucks symbolizes the modern and dynamic Western urban lifestyle. "Shangxia" is an oriental and elegant brand jointly founded by the internationally renowned designer Jiang Qiong'er and the French Hermès Group. It hopes to build a bridge that combines exquisite craftsmanship, Chinese culture and superior quality with contemporary design.
A co-branded product will greatly arouse consumers’ attention and trigger discussions, especially if it is a collaboration with a well-known brand like Starbucks.
Although "Shang Xia" belongs to the brand of Hermès, its popularity in China is still limited and relatively niche; although Starbucks has a wide audience, it focuses on "fast fashion" and is slightly lacking in ingenuity. For both parties, this cooperation is also an innovation based on learning from each other's strengths.
The "Xingyue Jiming" gift box
The "Xingyue Jiming" gift box contains the "Tea Song" white porcelain Arhat cup, the "Flower Window" series of colorful glazed porcelain incense burners, and The Starbucks Star Mooncake Gift Box (contains three flavors: golden sand custard liquid, sea salt espresso flavor, and berry orange flavor) to pay tribute to traditional Chinese culture.
"Flower Window" series of colorful glazed porcelain incense burners
The design of the incense burner is inspired by the hollow flower window totem. Under the pattern of circles and squares, tea and incense meet, and the fragrance is fragrant. Stay in your breath.
"Tea Song" Series White Porcelain Arhat Cup
The design of the porcelain cup is inspired by Jinshan peasant paintings, with children flying kites and children kicking shuttlecocks painted on the surface of the cup. During the Mid-Autumn Festival, families gather together to enjoy tea and savor it.
The "Jade Rabbit Embraces the Moon" gift box
The "Jade Rabbit Embraces the Moon" gift box contains a "Jade Rabbit" red bracelet, a "Chang'e Flying to the Moon" Mid-Autumn themed silk scarf, and a Starbucks star mooncake gift box . Under the moonlight, the Jade Rabbit is tenderly accompanying you, and the exquisite gift box also expresses a fashionable attitude.
It can be seen that the entire gift box reveals a strong oriental color, and the detailed design is even more unique, bold and delicate. From the name to the designs of porcelain cups, incense burners, murals, origami, and treasure boxes, they all have a classical charm, amplifying and extending the compatibility between traditional Chinese culture and modern modern fashion.
At the same time, the gift box itself can also be used as a fashion bag, which means that you can buy a "Hermès" bag for only one thousand yuan.
Although there is less interaction and integration of Starbucks culture, and the collision of creativity between the two brands is a bit dull, it cannot resist the advantage of low price. It only costs 1,000 yuan to get mooncakes and gifts plus " "Hermès" bags have been brought home, and I believe many people are looking forward to buying them.