STARBUCKS CELINE RACHELLE RED CUP REDESIGN
Starbucks has been around since 1971, and is famous for its third room dining, the place between work and home that provides a sanctuary for those to unwind before they go on to the next place. Starbucks prides itself on organic and high quality products, and consumers come there in order to add a form of “indulgence” to their day. It was stated that customers pay five dollars not for the drink, but for the ambiance and atmosphere.
STARBUCKSRED CUPCHAOSProduct: StarbucksTarget Audience: Women, aged 19-31, middle class, willing to spend money on themselves as well as others.
Starbucks has found incredible success, and is constantly opening new doors for customers, employees, and new products. However, a controversy in 2015 stuck up a massive social media outburst- the red cup. Consumers lived for the “red cups each year. Red cups are Starbuck’s holiday designed cups, which typically are decorated with a winter theme, ranging from snowmen to ornaments. This year, however, the cups had a minimal, ombre design. The public was in an outrage. For days, blog posts, news reports, and social media blared on, claiming that Starbucks was ”anti-Christmas.” Presidential Canidates and celebrities got involved, and Starbucks received a lot of attention.
This brought attention to all that branding and design has a massive impact on people’s perception of a company. The PR scandal of the moment was based off of a design, or the lack thereof.
I brainstormed everything from snowflakes to menorahs. I drew out ornaments and snowmen, but I wanted to think of something that brought the spirit of the season out of Starbucks, and gave everyone something positive to remember. In my design, I created a label that would wrap around the cups. With this design, I kept the ombre and simplicity of Starbuck’s 2015 design, but I wanted to add more for the consumers.
THE BIG IDEA
TITLE FONT:
COPY FONT:Raleway RegularRaleway Italic RALEWAY BOLD RALEWAY BLACK
CHASING EMBERS
STYLE GUIDESTARRY NIGHT GREY
WINTERGREEN
SALTY WHITE
PEPPERMINT RED
CANDY CANE RED
#373637
#077755
#F2F2F2
#CC2128
#962323
CMYK: 69 64 61 55
CMYK: 88 30 78 17
CMYK: 4 2 3 0
CMYK: 13 100 99 4
CMYK: 25 98 96 22
RGB: 55 54 55
RGB: 7 119 85
RGB: 242 242 242
RGB: 204 33 40
RGB: 155 35 35
PANTONE: Black 7C
PANTONE: 555C
PANTONE: 663C
PANTONE: 1795 C
PANTONE: 7628C
Font will be 16 pt. for the red cup, and 45 for advertising posters
Font will be at 12 pt. for advertising.
LOGO
HAND- DESIGNED SNOWFLAKES
1.3 INCHES BY 1.3 INCHES, 2 in margiin
11 INCHES
1 INCH BY 2.2 INCHES
5 INC
HE
S
FLAT PACKAGING
The tags on the left are for a little something extra.Tie them to the side for a little extra cheer.
PRODUCT PHOTOGRAPHY
This was the original design.Still awesome. I just added
a little more cheer.
WE FIXED IT.#REDCUPCRISIS#CRISISAVERTED
COME GET IT AT STARBUCKS.
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