Download - A comparison of Starbucks & Good Co
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Hello&
good morningto delicious coffee
Hello&
good morningto delicious coffee
a comparison of Starbucks and Good Co.
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So what is this buzz with Coffee?
A brief introduction:
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Second to water for highest consumed liquid.
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Second most traded commodity on the Earth (oil is first).
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The French and American Revolutions were planned in coffee houses.
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On average, coffee drinkers down over 1, 168 cups of coffee/year (3.2 cups a day).
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That is a heaping amount of coffee.
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Starbucks is the world’s largest coffee retailer.
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Roughly over 16,850 stores in 50 countries.
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“We believe the coffeehouse should be a place tofind connection.”
In reference to the design of the stores.
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The store should “fit” inwith the neighborhood.
Environmental impact should be minimal.
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“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:
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When we think of Starbucks, we think:
Cozy, warm, comfortable.
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Inviting.
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Starbucks uses a “Global Creative Process Way”.
When solving problems,
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Starbuck’s very own in house design team:Starbuck Global Creative Studio
Let’s talk design.
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they also take on outside design groups.
When searching for solutions,
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Themed designs developed by Chase.
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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.
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siren reflects the sarfaring orgins of the early coffee traders...”
“The original mermaid or,
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The stripped down & simplified logo provides a foundation to build.
Presenting the new logo.
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A more dynamic identity system.Presenting the new logo.
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Clean presentation. A widely recognized symbol.
Presenting the new logo.
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name removed from the logo brings life to the symbol.
Inspired by Nike,
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Bright and very green.
Let’s talk packaging.
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Themed & seasonal.
Let’s talk packaging.
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Facebook, twitter & special ads.
Media and Networking.
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Heavy use of a grid.
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Sweets & reward cards.
Limited time ads.
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very different in a good kind of way.
And now, moving on to something...
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of retail coffee & experience.Starbucks is the supergiant
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& other coffee shops followed.Starbucks developed the model
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“Coffee comes alive throughcorporate speak.”
Good Co. Motto:
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skyrocketing, this company set out on a mission.
With Australia’s coffee consumption
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stand out in the crowd.They wanted to
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is inspiring coffee shops all over the world.
Starbucks design
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Good Co. wanted branding to set them apart from all the other Australian coffee shops.
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“A break from the routine.”Their solution was to give their customers
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From this they shaped their own voice and brand.
Their inspiration was corporate lingo.
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Good Co. acquired a number of lobbies in corporate office buildings.
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Simple use of black & whitecreates cohesiveness.
Let’s talk packaging.
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Illustrated style draws inspiration from the corporate world.
Let’s talk packaging.
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ties with the corporate lingo and enhances the experience.
The charts & graphs keep
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Ads & Coupons
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borrows the corporate style.The website
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The website uses a definedgrid throughoutthe entire site.
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“Suits like a shot of humorwith their coffee.”
The result.
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Both companies use a similar grid layout for the website content.
From a design standpoint
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Starbucks uses a variety of typefaces.
Good Co sticks with sans-serif.
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Gothem & Clarendon to name a few.
Clarendon & StarbucksA typeface exploration book
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Starbucks uses a variety of colors and themed illustrations.
Good Co sticks with black & white.
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High contrast - black & white.
Good Co sticks with one theme.
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Designed and provided the case study for Good Co.
Landor
& won a few awards.
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Build brand awareness in a completely different way than Starbucks.
Landor was challenged to
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Case Study: ChaseStarbucks needed designs created
specifically for gift related collateral.
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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.
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Full investigation into the current products to understand the core idenity of the brand.
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Serveral flexible design “themes” were created that worked interchangeably.
The result?
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The guideline document allowed Starbucks in house team to continue developing a variety of materials.
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Thank youThank you