STARBUCKS REBRANDING Railey Collins
COMPANY Starbucks is a coffee company based out of the Pike Place Market in Seattle, Washington. The company, including its visual identity, is inspired by the sea and the tradition and romance of coffee and the ocean and its relationship to people. Starbucks is not just coffee but a culture of community, environmental awareness and regeneration of body and soul. Starbucks’ goal has always been to serve great coffee and make the world a better place. They celebrate the rich tradition of coffee and the feeling of connectedness that it provides. Their mission is to cultivate the soul on an individual basis. They are the number one coffee retailer in the world and their brand has grown to international recognition
AUDIENCE Starbucks’ audience mainly includes students and adults of the upper middle class and. They specifically target college students and adult professionals, especially those with a strong sense of community and environmental awareness.
OBJECTIVES Company
The company’s goal is to connect people with their community and each other and to give them support for their journey.
OBJECTIVES Rebranding
My objective in rebranding Starbucks is to use coffee to connect people together and to the world around them. I want to make coffee more than a beverage, but replenishment, fuel and rest. The company will inspire adventure and excitement while providing a place of refuge and regeneration for those who need a break from their chaotic day.
TAGLINE
Concept Development
I wanted my tag line to convey the energy and regeneration of coffee and the peace and calm of sitting down in a cafe. I also wanted it to reference the sea and the idea of a voyage.
Some words that helped develop the tagline: Romance Warmth Comfort Home Soft Woods Sunshine Light Adventure Rest Alive Flavorful Eclectic Voyage Renewal Fuel Shelter Inviting Welcoming Beacon Regeneration Peace
TAGLINE enrich your journey
NAME
Concept Development
I did research on maritime literature, Greek Mythology, Pacific Northwestern Native American legends and more to find a name that was romantic and symbolic. Eventually I found a character from Herman Melville’s Benito Cereno. The character’s name means nighttime which in itself relates to a coffee shop. The name is also delicate and romantic and feels good to say.
NAME Delano enrich your journey
LOGO Research
For the logo I looked at various nautical symbols and eventually landed on an anchor which represents stability and a sense of belonging. I also wanted to tie in coffee’s connection to the earth so I explored the shape of coffee leaves.
LOGO Type
I felt that hand rendered, organic lettering would give the logo a personal and warm feel. I tried to integrate the characters in such a way that they became one symbolic and beautiful element.
LOGO Refinement
The lettering and imagery together had a hard time coexisting as one unified element but through some work I developed a solid element that is both symbolic and aesthetically representative of the company.
LOGO Color
The calm and refreshing side of the company could be represented by serene warm blues while the lively exciting side could be represented by yellows and oranges. I created a color palate that plays off of the warmth and serenity of the complimentary colors. I added touches of rich browns to the palate to ground the symbolism in the environmental nature of the company and the relation coffee has to the earth.
R:252 G:228 B:18 C:3 M:4 Y:98 K:0 Pantone Yellow U fbe312
R:243 G:152 B:1 C:2 M:45 Y:100 K:0 Pantone 151 U f39a01
R:239 G:110 B:3 4 C:2 M:70 Y:99 K:0 Pantone 1665 U ee6d21
R:226 G:198 B:17 0 C:11 M:21 Y:33 K:0 Pantone 4665 U e1c5aa
R:248 G:220 B:206 C:2 M:14 Y:15 K:0 Pantone 489 U f8dcce
R:113 G:192 B:199 C:54 M:6 Y:22 K:0 Pantone 325 U 70c0c6
R:175 G:95 B:58 C:24 M:69 Y:85 K:12 ae5f39
R:147 G:114 B:9 0 C:38 M:52 Y:65 K:15 Pantone 479 U 92715a
R:97 G:74 B:98 C:51 M:63 Y:63 K:38 Pantone 411 U 604944
R:59 G:141 B:153 C:76 M:30 Y:36 K:2 Pantone 321 U 3a8d99
R:128 G:57 B:37 C:32 M:81 Y:90 K:34 Pantone 478 U 803924
R:86 G:68 B:5 6 C:53 M:61 Y:70 K:45 554438
R:219 G:158 B:12 5 C:13 M:42 Y:51 K:0 Pantone 4725 U db9e7c
R:43 G:41 B:54 C:77 M:73 Y:53 K:58 2a2936
R:28 G:95 B:11 4 C:89 M: 53 Y:42 K:18 Pantone 3165 U 1c5f71