At the heart of the Starbucks brand is a passion for coffee and a relentless drive to reimagine the coffee experience. The Starbucks Equipment team are the designers, engineers and imagineers who bring to life the proprietary equipment and tools that help your favorite barista create the perfect cup — every time.
But the team had a problem. They knew how to make cutting-edge tech that seamlessly elevates your coffee experience, but they didn’t know how to cohesively talk about themselves — internally at the company, to retail partners, customers, or the industrial design community.
We helped create a sub-brand identity and guidelines for the team based on the iterative nature of their unique design process, giving them a strategic and holistic voice, messaging framework, creative expression and identity within the larger parent Starbucks brand that they could use for their product launches, internal and external communications, and industry publications.
The SBX EQP team reaped the rewards (and awards) with this work with the launch of their revolutionary single cup brewer, Clover Vertica™. We created their launch materials, training guides and collateral which all kicked-off at the global 2022 shareholder meeting with an animated video announcing the new machine and the team that brought it to a Starbucks near you.