Starbucks Re-Branding

  • Score Awaiting client review
  • Date Published
  • Reading Time 1-Minute Read

SMITHRAIS NYC work on rebranding coffee giant Starbucks.

The Challenge

The key challenge was to visually transform the company from its image as a heritage coffee company to a company offering a luxury experience at a global scale. Other challenges also included creating a visual story and system, visual ecosystem, and brand guidelines, as well as creating and managing brand values, brand identity, brand strategy, and scalable systems and stories.

The Solution

  • Focused on the new essence of the brand with minimal visual language for successful transformation.
  • Reinforced the new brand idea of “The moment of connection” by expanding core visuals into a system of patterns.
  • Efficiently and consistently applied the iconic design story in every Starbucks around the world.

The Result

The company won the ReBrand 100 Award, Good Design™ Award