Stubb + Flask Process Book by Derek Horn

Derek J. Horn CMD 450 Spring 2015 Professor Michele Damato Credit 1

Client Profile

Stubb + Flask by Starbucks Starbucks holds around 33 percent of the market share for coffee in the U.S. It sells almost as much coffee as do fast food and convenience stores combined, even though it the bulk of its consumers are in cities or upscale suburban areas.

Problem

In December 2014, Starbucks unveiled a five-year plan to serve beer, wine, and small plates after 4PM in 3,000 of their US stores (currently implemented in 32). They would like to establish their own craft brewery for the production of beer to be served in their cafes, as well as to be packaged and sold in stores.

Audience

Age 25-40, middle to upper class. Craft beer drinkers are predominantly white males, but the Starbucks brand association might attract more female drinkers

Market Position

Competition would include hundreds of other craft beer options, but the Starbucks brand loyalty will be a major selling point.

Deliverables

Key Words

4 regular varieties of beer (Vanilla Porter, Pike Place Pale Ale, Coffee Stout, Caramel Bock) 2 seasonal varieties (Pumpkin Spice Ale, Gingerbread Lager), a 6 pack, growler, tap handles, in-store advertisement. familiar / cultivated / charming

In other words: develop a beer line that will be consistent with the in-store Starbucks brand experience yet still stand out in the craft beer aisle. Letâ&#x20AC;&#x2122;s go!

problem: In December 2014, Starbucks unveiled a five-year plan to serve beer, wine, and small plates after 4PM in 3,000 of their US stores (currently implemented in 32). They would like to establish their own craft brewery for the production of beer to be served in their cafes, as well as to be packaged and sold in stores.

â&#x20AC;&#x153;The place you love during the day now has more reasons to love it at nightâ&#x20AC;?

AUDIENCE: Age 25-40, middle to upper class. Craft beer drinkers are predominantly white males, but the Starbucks brand association might attract more female drinkers to the market. “Starbucks’ primary target market is men and women aged 25 to 40. They account for almost half (49 percent) of its total business. Starbucks’ appeal to this consumer age group through hip, contemporary design that is consistent in its advertising and decor, and working to keep its products as status symbols.” (source: smallbusiness.chron.com)

“...craft brewers also typically do a better job marketing to women—by not marketing to women. Beers that try to present themselves as particularly women-friendly face almost universal derision and scorn on the website’s forums for being patronizing.”

(source: beveragemedia.com)

“Women beer drinkers are more attracted to specialty microbrewed beers than they are to the big brands, possibly because of their greater variety.” (source: beveragemedia.com)

Starbucks Graphic Design SWIPE:

Starbucks PACKAGING SWIPE:

DISTILLING THE STARTBUCKS BRAND IN PACKAGING:

Clean, san-serif typography, use of “+” instead of “and” or “&”

Logo is centered and prominent

check boxes referencing the many options of made-toorder drinks

White is primary color, with secondary color coding based on variety

Clear and approachable description of contents allows consumers with limited knowledge of coffee to make informed buying decisions

Continued usage of earthy colors

Chart-like classification of information

Product shots featured in â&#x20AC;&#x153;rusticâ&#x20AC;? environments

CRAFT BEER SWIPE:

MARKETPLACE:

NAMES: - Stubbs - Stubbs Brewing Co. - Stubb + Flask - Starbrew - BRU by Starbucks - Starbeam Brewery - Pike Place Brewery NAme origin:

When Starbucks was founded in 1971, it was almost

called Pequod—the name of the whaling ship in Moby-Dick. The name was later changed to Starbucks, after the Pequod’s first mate. Stubb and Flask are the second and third mates of the Pequod, and serve as jovial foils to the stiff morality of Starbuck. The names work well together to capture the warmness that should be inherent in a craft beer brewed by Starbucks.

Initial Sketches:

APPROACH 1

Minimal approach ended up looking cold and dull. Kept color coding system for future iterations.

6.5%

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6.5% alc./vol.

alc./vol.

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alc./vol.

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6.5% 6.5%

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alc./vol.

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bottled on

6.5%

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Porter

alc./vol. alc./vol.

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Porter

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b r ew ing c o .

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StoutPumpkin Coffee StoutCoffee Coffee Stout Pumpkin Coffee Stout India Pale Ale Coffee Stout India Pale Ale

Porter

alc./vol. alc./vol.

Pumpkin

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Pumpkin

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Pumpkin Caramel Caramel Bock

Caramel Bock Bock Caramel Caramel Bock Bock

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APPROACH 2

Black-lettering felt “too German.” Introduced numbering system and green seal to evoke the iconic Starbucks cup, but it ended up feeling too similar to original brand.

P O RT E R

88 mL)

12 fl oz (388 mL)

AMERICAN AMERICAN AMERICAN P O RPTAELRE A L E PA L E A L E PA L E A L E

AMERICAN PA L E A L E

PUMPKIN AMERICAN PUMPKIN CO CU O TF F E E S T OCUOTF F E E S T O CUOTSF PF IECEE S AT LOEU STP I C E A L E P A LC EO FA FL EE E S T O UF TFEE STO

PUMPKIN SPICE ALE

P UC MA PR KA I NM E L S P IBCOEC A KL E

CARAMEL BOCK

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12 fl oz12(388 fl ozmL) (388 mL)

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P U M P K I N P U M PCKAI R NA M E L SPICE ALE S P I C EB OACL K E

CARAMEL BOCK

12 fl oz (388 mL)

APPROACH 3

“Stubb’s” lettering too thin. Too sterile looking overall.

P O RT E R

AMERICAN AMERICAN P O R T EPRA L E A L E PA L E A L E

AMERICAN PA L E A L E

PUMPKIN PUMPKIN AMERICAN A M E RCI O CF A FNE E S T O U T C O F F E E S T OC UOTF F E E S T OC UOTF F E E SCTOOFUFT SEPEI CS ET OA UL T E SPICE ALE PA L E A L EPA L E A L E

PUMPKIN SPICE ALE

C A R A M E LC A R A M E L BOCK BOCK

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12 fl oz (388 mL)

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SO, NOne of these were working. I started sketching during critique...

then edited in Photoshop and Illustrator.

cluttered with pencil-drawn variations, which I

with. As you can see, my desk space was often

retracings until I reached a solution I was happy

could. This resulted in dozens of redrawings and

mark, I was hell bent on getting it as perfect as I

Once I had the new direction for the main logo

CRAFTING THE LOGO MARK

Vectorized mark was awkward and too sharp.

Rounding the S made the mark feel warmer.

Getting the F to have the correct curvature and weight balance was the trickiest part of drawing the mark.

Most of the letters in the mark were based on the forms found in the b and k, which I drew first.

(R) Rough tap handle design

Six 12 oz.

(M) Rough 6-pack box design. Idea for variety pack scrapped because two flavors of six are seasonal and such a pack would not be logistically possible.

(L) Options for bottle cap design. Final on top left.

BEYOND THE BOTTLE

N O N O N O N O N O N

2 3 4 5 5

S k Pik fee Boc Ale f l e r c i Co ame ge Sp r La Ca pkin ead r m Pu erb g n i G

K AC P Y e I EeTr Pa l e A l R e t A V 1 P o re P l a ct o u t

DONE AND READY FOR PHOTOGRAPHY!

FINAL DESIGNs Overall, Iâ&#x20AC;&#x2122;m very happy with my solution to this challenge. I feel that I maintained a balance between keeping true to the Starbucks brand, while creating a new sub-brand that is able to stand on its own feet in the crowded craft beer market.