One of Starbucks' success-keys is their gorgeous designs.

There are always long lines in front of Starbucks on the day when they release a new seasonal tumblers or cups.

Starting from 2008 when Howard Shultz come back to Starbuck and retake the CEO, they embark on their journey to being in full swing of the design marketing.

Beforetime He stepped down from the Starbucks CEO when the business becomes stabilized.

The reason why he came back to the Starbuck is that there are lots of people who criticize Starbucks that it is hard to find the culture in Starbucks house, and it became soulless coffee because they only care about money.

After Howard come back to Starbucks, he shut down around 600 old stores, and they recruit 350 designers.

Before then, there were only 4 themes on store design, and even more, they out-sources the interior design.

He reinforced the designs on store, logo, font, color, and even beverages.

Using these design details as an anchor, the design team redeveloped everything else.

The result is an overall sharpening of the global Starbucks look.

Let's take a look at it one by one.

#1. Localize Stores!

Starbucks sent its designers all over the world and they built 18 design studios in Europe and Asia.

Each of the designers takes responsibility for one store and stayed in those areas in 1 to 2 months.

During several months, they create the brand-new Starbucks stores which can be harmonized with the local cultures.

For example, [New Orleans Brass Ceiling]

At New Orleans where the homeland of the Jazz, they decorate the ceiling using brass wind instruments such as Trumpets.

[Brooklyn basketball desk]

At Brooklyn Barclay stores where is famous for basketball, they made the tables, desks, and chairs up of recycled basketball court floor.

New York and San Francisco where a lot of single customers visits, they put big tables which is suitable for working and studying.

[Gathering meeting]

Beijing, Mexico city where lots of family and friends are hanged around, they interiors the store which is good for gathering around and talking to each other.

#2. Starbucks Special Typography

Also, Starbucks is moving away from hand-lettering which was a staple of coffeehouse culture it had used in the past altogether.

They made their own brand font for putting more uniformity and Specialty.

Here are two types of Starbucks special fonts.

One is Serif type font and the other is San serif type.

1. Sodo sans Font:

This font a streamlined typeface used for most of the company's body copy.

This font a sort of San Serif type which is neat and simple.

They use this font which is for clear messages such as a menu.

2. Lander Font:

Lander is a serifed typeface with character that looks perfect for social media.

They much more emphasized the edge of the finish, so it makes a little bit fancier.

This is for Instagram, and interior quotes.

#3. Humanized Siren!

Howard Shultz upgrades the Starbuck's logo, the Siren.

Because of the excessively perfect bilateral symmetry, it makes the Starbucks cold-hearted.

For making the logo more humanized and warm, they curved the out-layer of the face, and for breaking that symmetry, they elongate the shade of the left nose.

#4. Seasonal trendy color

At every season, they choose the primary colors that are on-trend, inspired by their coffee craft or beverages, then build a cohesive campaign across channels as well.

About two months before the new season, they start to look for the color by considering fashion and home-appliance industry, and also they consider harmony with the seasonal new beverages.

#5. Design the Beverage!

By following the growth of Instagram and SNS advertisement, they also made the beverage design team. So, they create the…

UNICORN FRAPPUCCINO, which made more than 160 thousand posts on Instagram. (2017)

Mermaid Frappuccino (2018)

At this year, they released the Tie-Die Frappuccino which blue, gold, pink flakes are drizzled on the white foam.

The reason why Starbucks focuses on the design is these powers of the design.

At first, Design can change customers' feelings.

And also, Design can convey the brand identity.

Ben Nelson who is the Creative Director at Starbucks said on the interview with the that,

"We were just proud of the work, and inspired by other brands being more transparent about their creative process."

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