Coffee giant Starbucks has given consumers insight into its design evolution with its new 'Creative Expression' campaign. The campaign is available on the brand's website and gives a comprehensive explanation of the company's brand expression.
"As we evolve to meet beautifully diverse customers all over the world, our brand has evolved too. Here we introduce a fresh new design system that maintains the core elements of our brand while keeping our customers’ experience central to creative expression," the dedicated Starbucks creative site states.
The website includes various aspects of the brand's design evolution including the theory, case studies, typography, voice, illustration, and more. The campaign allows fans of the brand to understand the motivation and direction behind the beloved coffee chain.
Coffee Brand Storytelling Campaigns
Starbucks Unveiled Its Brand Design Evolution for the Public
Trend Themes
1. Brand Design Evolution - Disruptive innovation opportunity: Develop new design systems that maintain core brand elements while adapting to evolving customer preferences.
2. Creative Expression Campaigns - Disruptive innovation opportunity: Implement creative campaigns that provide customers with insight into a brand's evolution and direction.
3. Customer Experience-centric Branding - Disruptive innovation opportunity: Create branding strategies that prioritize customers' experience and resonate with diverse audiences.
Industry Implications
1. Coffee - Disruptive innovation opportunity: Introduce new and unique design elements into coffee packaging and branding strategies.
2. Advertising - Disruptive innovation opportunity: Develop innovative storytelling campaigns that connect customers with brands on a deeper level.
3. Design - Disruptive innovation opportunity: Create design systems that effectively communicate a brand's evolution and vision to consumers.