Design at Starbucks
From its beginnings as a single coffee shop in Seattle 35 years ago, Starbucks is now a global brand which uses design to aid the delivery of a distinctive service experience to its customers. The Starbucks Global Creative team manages regularly changing design themes while working within a global brand.
Starbucks uses design It has developed a strategy that allows it to balance regularly changing design themes with a consistent set of brand values, and uses design as a way of aiding the delivery of a consistent service experience to its customers. Key elements of that strategy include:
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The development of detailed guidance for internal …show more content…
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In response, Hainsworth took steps to allow the department to have much more control over designs. The basic mechanism introduced to do this was a five-word ‘filter,’ against which every prospective design is evaluated. The design process at Starbucks also covers the need to express the experience of Starbucks. Starbucks realises that coffee isn’t new in itself, and therefore