a comparison of starbucks & good co

Hello&

good morningto delicious coffee

Hello&

good morningto delicious coffee

a comparison of Starbucks and Good Co.

So what is this buzz with Coffee?

A brief introduction:

Second to water for highest consumed liquid.

Second most traded commodity on the Earth (oil is first).

The French and American Revolutions were planned in coffee houses.

On average, coffee drinkers down over 1, 168 cups of coffee/year (3.2 cups a day).

That is a heaping amount of coffee.

Starbucks is the world’s largest coffee retailer.

Roughly over 16,850 stores in 50 countries.

“We believe the coffeehouse should be a place tofind connection.”

In reference to the design of the stores.

The store should “fit” inwith the neighborhood.

Environmental impact should be minimal.

“To inspire and nurture the human spirit - One person, one cup and one neighbor-hood at a time.”

Design goals are tied to their mission:

When we think of Starbucks, we think:

Cozy, warm, comfortable.

Inviting.

Starbucks uses a “Global Creative Process Way”.

When solving problems,

Starbuck’s very own in house design team:Starbuck Global Creative Studio

Let’s talk design.

they also take on outside design groups.

When searching for solutions,

Themed designs developed by Chase.

1992We became a publicly

traded company. 201140th Anniversary.

Redesigned by Starbuck’s Global Creative and Lippincott.

1987We add handcraftedespresso beverages

to the menu.

1971We start by selling

coffee beans in Seattle’sPike Place Market.

siren reflects the sarfaring orgins of the early coffee traders...”

“The original mermaid or,

The stripped down & simplified logo provides a foundation to build.

Presenting the new logo.

A more dynamic identity system.Presenting the new logo.

Clean presentation. A widely recognized symbol.

Presenting the new logo.

name removed from the logo brings life to the symbol.

Inspired by Nike,

Bright and very green.

Let’s talk packaging.

Themed & seasonal.

Let’s talk packaging.

Facebook, twitter & special ads.

Media and Networking.

Heavy use of a grid.

Sweets & reward cards.

Limited time ads.

very different in a good kind of way.

And now, moving on to something...

of retail coffee & experience.Starbucks is the supergiant

& other coffee shops followed.Starbucks developed the model

“Coffee comes alive throughcorporate speak.”

Good Co. Motto:

skyrocketing, this company set out on a mission.

With Australia’s coffee consumption

stand out in the crowd.They wanted to

is inspiring coffee shops all over the world.

Starbucks design

Good Co. wanted branding to set them apart from all the other Australian coffee shops.

“A break from the routine.”Their solution was to give their customers

From this they shaped their own voice and brand.

Their inspiration was corporate lingo.

Good Co. acquired a number of lobbies in corporate office buildings.

Simple use of black & whitecreates cohesiveness.

Let’s talk packaging.

Illustrated style draws inspiration from the corporate world.

Let’s talk packaging.

ties with the corporate lingo and enhances the experience.

The charts & graphs keep

Ads & Coupons

borrows the corporate style.The website

The website uses a definedgrid throughoutthe entire site.

“Suits like a shot of humorwith their coffee.”

The result.

Both companies use a similar grid layout for the website content.

From a design standpoint

Starbucks uses a variety of typefaces.

Good Co sticks with sans-serif.

Gothem & Clarendon to name a few.

Clarendon & StarbucksA typeface exploration book

Starbucks uses a variety of colors and themed illustrations.

Good Co sticks with black & white.

High contrast - black & white.

Good Co sticks with one theme.

Designed and provided the case study for Good Co.

Landor

& won a few awards.

Build brand awareness in a completely different way than Starbucks.

Landor was challenged to

Case Study: ChaseStarbucks needed designs created

specifically for gift related collateral.

Most of their in house design work had been logo applied but nothing specially designed.

Starbucks wanted their brand to be expressed through shape, materials, color and pattern.

Full investigation into the current products to understand the core idenity of the brand.

Serveral flexible design “themes” were created that worked interchangeably.

The result?

The guideline document allowed Starbucks in house team to continue developing a variety of materials.

Thank youThank you