Starbucks
Brand Book
The Starbucks Brand Book is a global guide made to influence creative direction across the enterprise both internally and with outside agencies. The process began after a variety of in-depth guides were made detailing how to create work for different channels such as logo, film and seasonal promotions. In order to tie all these guides together, the brand needed one universal source of truth — an umbrella for all channel-specific and seasonal guides to live under.
As the work evolved, the project went from a straightforward brand book to a much bigger body of work that included all new elements such as an interactive heritage timeline and overarching brand pillars that define the company. Information that was spread across several guides were consolidated into this document, while additional chapters featuring new content were created to speak to evolving work within the brand.
As the work evolved, the project went from a straightforward brand book to a much bigger body of work that included all new elements such as an interactive heritage timeline and overarching brand pillars that define the company. Information that was spread across several guides were consolidated into this document, while additional chapters featuring new content were created to speak to evolving work within the brand.
This iteration of the Starbucks Brand Book is an interactive virtual experience, allowing easy access for partners across the globe. It was created to be a living, breathing document that continues to shift and evolve with the company. Clocking in at 120 pages, the document takes readers through Starbucks brand heritage, brand fundamentals, and the Creative Expression. It will help partners around the world create work for the brand and provides a foundational role in defining the Starbucks experience across all customer touchpoints.
Due to the sensitive nature of the information contained in the Brand Book, only a small sample of pages are shared below. However, if you’d like to learn more about the process behind its creation, feel free to reach out to me!
Due to the sensitive nature of the information contained in the Brand Book, only a small sample of pages are shared below. However, if you’d like to learn more about the process behind its creation, feel free to reach out to me!
