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.