Delano

Starbucks Mood Board ART323 • GD2-A • Jane Dorn • ©Railey Collins • 2012

Background Starbucks is a coffee company that originated out of the Pike Place Market in Seattle, Washington.

The company got its inspiration from the sea, specifically the Puget Sound by which the first coffee shop opened.

Starbucks celebrates the unique tradition and connectedness of coffee. They strive to inspire and cultivate individuals by making their stores a place for community and comfort.

Starbucks is the number one coffee retailer in the world and their icocnic brand has become globaly recognized.

Competitor Audit Starbucks Coffee

Competitors

Peet’s Coffee & Tea Tully’s Dunkin Donuts

Peet’s Coffee & Tea Logo

Peet’s Coffee and Tea has a very organic and earthy logo. Their colors are shades of brown and black which obviously relate to coffee and freshness. The organic typeface also adds to the “fresh from the earth” feel. All together their visual identity is inviting, warm, and not too serious.

Peet’s Coffee & Tea Signage, Store and Advertising

Peet’s prides themselves on hand crafted coffee, so it is no surprise that a majority of their advertising showcases their beautiful drinks. They also maintain the warm palate which carries over into their store atmosphere.

Peet’s Coffee & Tea Product and Packaging

Their packaging design doesn’t vary far from the logo, along with their cups and mugs.

Peet’s Coffee & Tea Website

Their website is fairly unimpressive.

It includes great photographs but the layout is cluttered and the design needs improvement.

Tully’s Logo

Tully’s color palate is very earthy but their logo is structured and sophisticated. Tully’s takes a lot of care in brewing their coffee.

That same calm precision is referenced in their logo.

Tully’s Store and Signage

Their store is more sophisticated than Peet’s. It has an organized, upscale feel and their stores promote a relaxed atmosphere which is perfect for work and hanging out.

Tully’s Product and Packaging

Tully’s is only slightly more creative with their packaging. They still mainly rely on their logo for the majority of their advertising which is understandable.

Their packaging has more design than their product and apparel items.

Tully’s Advertising

Their coffee advertisements are inspired by the individual flavors. They branch off with their non-coffee advertising.

Their logo is almost nonexistent in the smoothie advertisements.

Tully’s Website

Their website is very impressive. Its creative and sophisticated, and also engaging with its parallax scrolling and unique navigation. The design is interesting but not overwhelming and features great photographs alongside the graphics.

Dunkin Donuts Logo

Dunkin Donuts utilizes a vibrant and fun color palate, but there is no sophistication or sense of quality represented. Their slogan, “America Runs on Dunkin� appeals to the masses, branding Dunkin Donuts as simple and attainable.

Dunkin Donuts Logo

Dunkin Donuts stores are usually nothing special. They are designed for busy coffee drinkers on the go. Their logo is versatile so they can do more with advertising.

Dunkin Donuts Product and Packaging

Their packaging is very bright and bold. It suggests energy and happiness. They rely on the vibrant colors to draw attention and not so much on the design.

Dunkin Donuts Product and Packaging

Some of their specialty products have more creatively designed packaging.

Dunkin Donuts Advertising

Their past ad campaigns have been pretty different. They have been known to bash their competitors which I don’t think is ever a good strategy to have. The had a campaign that utilized baseball players, pushing the idea that Dunkin Donuts is America’s favorite coffee, just like baseball is America’s favorite pastime. They also have had a series of advertisements portraying their drinks as an alternative to other snacks. Overall their marketing strategy is very calculated and obviously thought out.

Dunkin Donuts Website

Their website is very involved and very bold. Its almost abrasive with all of the information and images presented.

Color Palate R:252 G:228 B:18 C:3 M:4 Y:98 K:0 Pantone Yellow U fbe312

R:219 G:158 B:125 C:13 M:42 Y:51 K:0 Pantone 4725 U db9e7c

R:226 G:198 B:170 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:243 G:152 B:1 C:2 M:45 Y:100 K:0 Pantone 151 U f39a01

R:175 G:95 B:58 C:24 M:69 Y:85 K:12 ae5f39

R:147 G:114 B:90 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:239 G:110 B:34 C:2 M:70 Y:99 K:0 Pantone 1665 U ee6d21

R:128 G:57 B:37 C:32 M:81 Y:90 K:34 Pantone 478 U 803924

R:86 G:68 B:56 C:53 M:61 Y:70 K:45 554438

R:43 G:41 B:54 C:77 M:73 Y:53 K:58 2a2936

R:28 G:95 B:114 C:89 M: 53 Y:42 K:18 Pantone 3165 U 1c5f71

Color Palate The warmer blues and bright yellow are both calming and uplifting. It references everything positive about both the sun and the sea.

This palate is warm and comforting as well as romantic, however it may be too femenin. with the blush accent.

Color Palate This palate is more vibrant and rather bold and definitely references energy and adventure but is not very relaxing.

The orange and aqua hues are vibrant but their slightly desaturated nature causes them to be a little more laid back. The beige accent calms them down significantly but it could also be somewhat dissonant.

Type Study A serif typeface would be best to represent tradition and consistency, as well as life and energy. A san serif, however, is much more modern and relevant to younger audiences. If I use a san serif it should be one with some personality. Anything too cold and constant will bseem lifeless andimpersonal. While the company should be consistant and reliable it shouldnt seem stagnant. I like the idea of hand drawn type for the company name. It is personal and organic, referencing the earth, the sea and the warmth and comfort of coffee.

It also has enough personality to suggest adventure and a life journey.

Coffee & Tea

Coffee & Tea Coffee & Tea

Coffee & Tea Coffee & Tea Coffee & Tea Coffee & Tea

Shapes Some symbols that would work well are nautical elements such as an anchor, a light house, or a knot. Navigational elements would also work, like a compas. The visual identity of the company needs to suggest liveliness and excitement as well as security and reliability.

I want to blend tradition and the romance of the land and the sea, and our conection to it through coffee, with the security of a reliable company that feels like home. The way to do that is through the combination of organic and geometric shapes. A circle is both organic and geometric. It’s eternal symbolism represents both energy and stability. A triangle also has a romantic symbolism; Three points connected to each other. It is a little too sharp, however, unless it is used correctly.

Word Association Romance • Warmth • Comfort • Home • Light • Soft • Sunshine • Woods • Adventure • Rest Alive • Flavorful • Eclectic • Voyage • Shelter • Inviting • Welcoming • Beacon