To transform Starbucks from its heritage coffee shop image to a luxury brand of global scale. Re-invent Starbucks’ visual vocabulary to guide the brand into the future. Focused on the new essence of the brand with minimal visual language for effective transformation. Reinforced new brand idea of “The moment of connection” by expanding the core visual into a system of patterns. Iconic design stories were efficiently applied at every Starbucks store around the world.
