To stand out in China’s crowded RTD market, Marks has given Starbucks’ fan-favourite Refreshers a striking new look, complete with a dynamic bottle shape and vivid visuals.
Starbucks is reintroducing its much-loved Refreshers drink to Chinese consumers with a major glow-up, including an innovative bottle design and bold graphic identity crafted by global design agency Marks. The change aims to carve out fresh space in China’s fiercely competitive ready-to-drink (RTD) market.
While Refreshers already enjoys cult status in the US, its role in China is strategic. Starbucks has pinpointed the drink as a key player in its plan to evolve the RTD portfolio and appeal to shifting consumer preferences—especially among a younger generation of self-expressive trendsetters. With the RTD market booming, there’s certainly no room for blending in.
“RTD is a crucial sector for us to reinforce our coffee leadership position in China,” says Catrina Xiaoyu Wang, senior manager at Starbucks China. “As an exciting and disruptive extension to our line, Refreshers is designed to drive penetration, recruiting new users and boosting our ambition to become the most loved RTD coffee brand in the market.”
The rebrand brings a sense of freshness and flair that matches the product’s personality. It’s aimed squarely at what Marks identifies as ‘life autonomists’—Gen Z consumers who embrace individuality, community, and aesthetics and whose drinks are an extension of personal style.
According to Danny Lye, vice president of Marks Greater Asia, the result is “disruptive and eye-catching,” with a distinctive visual language that blends elegance, energy, and sensory appeal.
Marks’ approach was rooted in local consumer insight and cultural semiotics. The team drew on emerging design trends like expressive abstract patterns, playful illustrations, and vibrant colour cues to build a system that feels premium yet personal.
In other words, this isn’t just another pretty bottle—it’s a deliberate play on shelf impact and emotional connection, aligning with how China’s younger generation navigates the intersection of food, fashion, and self-image.
At the centre of the redesign is a unique bottle structure that feels as good as it looks. Inspired by the texture of fresh fruit and the tactile charm of traditional coffee equipment (notably the iconic Italian Moka pot), the shape delivers both a functional and aesthetic punch.
Design-wise, the label balances familiarity with flair. Key Starbucks RTD equities remain intact, anchoring the product within the broader brand portfolio, but fresh elements elevate the experience. This includes playful hand-drawn typography for flavour names, vibrant colour systems tailored to local preferences, and expressive neck patterns that catch the eye and spark curiosity.
“Together, bottle and graphics deliver an unexpectedly refreshing visual and sensory experience,” says Lye. “They mark a significant investment to position the product as a disruptor in RTD beverage, offering excitement and newness in an extremely competitive environment.”
The launch is being rolled out with an e-commerce campaign titled Morning Coffee, Afternoon Refreshers—a neat nod to the product’s dual appeal as a midday pick-me-up with a playful twist. It’s not just about delivering caffeine; it’s about delivering a moment.
This project is a clear example of what Marks does best: combining brand strategy, semiotics, structural design, and storytelling into a cohesive, culturally attuned identity. As the line between lifestyle and beverage continues to blur, Starbucks and Marks are meeting the moment with a bottle that’s as expressive as the people holding it.
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