Starbucks Rethinks RTD: It’s more than a logo swap out
Tuesday, November 1, 2011 at 4:28PM The Dieline revealed a sneak peak of Starbucks 'Discoveries' line. The big reveal will take place at The Dieline forum next Thursday in San Fran.
Incorporating new illustration style and other brand elements, the presentation will discuss the global rollout of this line, with its first stop in Japan as well as others strategic moves for the brand's future.
At first glance, you assume the redesign is of the actual cup, but in fact the brand uses their cup as part of their redeign strategy for their ready-to-drink packaging line. After turning their logo into a symbol and claiming iconic status, Starbucks is adding to their collection of brand assets with their cup, complete with their green straw for the ultimate brand experience on shelf. A great way to stand out amongst the clutter on shelf; ownable and distinctive.
