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Ambition. 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.
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Results. 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.
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Awards. ReBrand 100 Award, Good Design™ Awards
