“In a simple yet brilliant design, the firm [Hornall Anderson] met the packaging challenge by transferring the quality and trust associated with beverages sold in Starbucks stores to VIA,” says Howard Schultz. “Subtle yet straightforward. Sophisticated without being gimmicky. Utterly authentic.”
— Howard Schultz
From ONWARD by Howard Schultz with Joanne Gordon. Copyright © 2011 by Howard Schultz. Reprinted by permission of Rodale, Inc., Emmaus, PA 18098.