R71 is a brand extension to the already established, Starbucks Reserve. The main objective of the project was to create a new line of products exclusively for the roasteries. This new line is to be accompanied by an ad campaign, with the primary goal being to heighten awareness of the brand.

Understanding Starbucks Reserve as a brand was crucial in developing the product line. Because copper is a heavily used texture/color of the roasteries, It was apparent that it was going to be the epicenter of the r71 brand.

This new line of products consists of three different flavors to commemorate the three anniversaries of the flagship reserves (Seattle, New York, Milan). All spirits will have aromas and notes of particular Starbucks roasts. The product launch dates correspond with the anniversaries of the roasteries.