Orange22 Starbucks Project Part 01: Brand Strategy
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Transcript of Orange22 Starbucks Project Part 01: Brand Strategy
OPPORTUNITY
1
PRESENTATION 01_03.28.2008
ORANGE 22 DESIGN LAB LLC125 west 4th street studio 102
los Angeles ca 90013
213.972.9922 main
213.972.9923 fax
www.orange22.com
PROJECT RE-IGNITE
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OVERVIEW
I. Observation
II. Design Approach
III. Next Step
1. What is the Starbucks experience?
2. How is Starbucks perceived?
3. How does the existing retail design support the Starbucks experience and brand character?
4. How do other retail stores create a community experience?
I. Observation
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INTRO
From our observations we strongly feel you can not be all things to all people with your current retail / environmental design approach. Who you are today goes against the ideal and fundamentals of “community”. You are simply too big.
You need to be perceived as smaller.
We will ask questions to see how your store brand aligns with your brand values. We believe the answers will have the power to create new “parameters” that will inform your design partners talents enabling them to radically transform the Starbucks User Experience into one that is more “community” centric and “authentic”.
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OBSERVATION
What is the Starbucks experience?
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AUTHENTIC
FUN
CONSIDERATE
TRANSFORMATIVE
CREATIVE
UPLIFTING
BRAND VALUE
What are people saying about Starbucks?
Mostly good...
“I love Starbucks and I’m not ashamed to admit it. Most mornings I can get in and out of there in less than 5 minutes. That’s because they know me. And they know my drink.”~metacafe.com
“The Baristas know me, they know my drink and whip it up fast.”~Baristaexhange.com
“Thank you for being everywhere! I know that whenever I want my cappuccino with the foam made just right, I can find a Starbucks wherever I am.”~starbucksgossip.com
People love BaristasYou have Brand Loyalty Convenient
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CUSTOMER PERCEPTIONS
What are people saying about Starbucks?
Some bad...
“Starbucks was the standard for a good cup of joe, that I loyally have gone out of my way to enjoy. Today I might as well pass them by. The coffee is burnt, or just awful and undrinkable.”~starbucks-coffee-love.blogspot
“Starbucks has replaced baristas with machines, has mass produced locations, and has compromised its ambiance with retail space. I’d just as soon support the smaller locally owned coffee houses.”~brandchannel.com
“You get the feeling they are really helping farmers when you see their advertising, but really less than 5 percent of Starbucks is fair trade.”~Baristaexhange.com
Too CorporateQuality has declined Fair Trade
CUSTOMER PERCEPTIONS
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What do they think of your stores?
“Coffeehouses were once the workshops of poets, thinkers, underground literary cultures and performances. Starbucks violates this tradition with their corporate sameness.”~starbucksgossip.com
“Thanks to corporate chains, regional flair has all-but disappeared from the American landscape.”~Baristaexhange.com
“One town looks just like another these days. The same corporate logos/brands/identities float above doorways and streets.”~brandchannel.com
Not Locally RelevantCorporate Sameness Homogeneous
Starbucks in Souka, JapanStarbucks in Michigan, USA Starbucks in Paris, France
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CUSTOMER PERCEPTIONS
How are other retail stores creating experience?
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OTHER RETAILERS
Whole Foods Fred Segal Apple
Whole Foods
Healthy•Organized•Abundance•Community•
Clean, Well Lit, Welcoming Environment•Graphics Create A Journey And Interest•Theatrical Lighting Showcases The Products•Low Displays And Open-Marketplace Style •Encourage Community Interaction
Architectural Emotional
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OTHER RETAILERS
Fred Segal
Sense Of Discovery•In The Now•Comfortable •Young•Cool•
Brand Application Across All Retailers•Strong Street Visual By Use Of Bold Colors•Unpretentious Materials And Design•Mall Floor Plan Made Boutique•Ample Parking W/ Valet•
Architectural Emotional
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OTHER RETAILERS
Apple
Voyeuristic•Hip / Cool / Young•Comfortable •Advanced•Smart•
Clean Lines•Limited Materials / Color Pallet•Open / Transparent•Smart / Easily Up-Datable•Powerful•
Architectural Emotional
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OTHER RETAILERS
Stumptown Groundwork McDonalds
Who are your competitors?
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THE COMPETITION
Gourmet Coffee for the coffee connoisseur
Stumptown Coffee Roasters
Authentic•Hip / Cool / Young•Stark •Advanced•Clever•
Low-Tech Materials•Variety•Artful Displays•Space Well Defined To Educate The •Customer
Architectural Emotional
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THE COMPETITION
Groundwork
Discovery•Excitement•Authentic•Hope•Considerate•
Textured Materials•Re-Purposed Elements•Combination Of “Old And New”•Layered Experience•Interactive•
Architectural Emotional
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THE COMPETITION
McDonalds
Convenient•Variety•Clever•Fun•
Locally Relevant Exteriors•Café Adjacent To Store•Interior Space Is Spare•Visual Hierarchy•
Architectural Emotional
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THE COMPETITION
We need to shift the perception of Starbucks from corporate to community. Let’s first understand how community relates to Los Angeles.
1. What is unique about LA and it’s people?
2. What are their usage patterns regarding coffee consumption?3. Who are the coffee drinkers in LA?
II. Design Approach
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SHIFTING PERCEPTIONS
What is the Los Angeles experience?
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Los Angeles is a Destination
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HISTORICAL
ENTERTAINING
EXCITING
Los Angeles Culture and Community
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DIVERSE
INSPIRING
UNIQUE
Los Angeles People
CASUALPLAYFUL
PLAYFUL
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ACTIVE
Usage Patterns Regarding Coffee Consumption
How many times will you visit this Starbucks?One Time (or) Multiple Times How long will you stay?5-10 min.
10-30 min.
30-1 hr. plus
Within these parameters, how do we deliver a better coffee experience?
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DEFINE OUR AUDIENCE
Visits - One TimeTime - 10 min - 1 hr. plus
Visits - MultipleTime - 10 min - 1 hr. plus
Visits - MultipleTime - 5-10 min.
THE LOCALTHE TOURISTS THE COMMUTER
We have identified 3 customer types
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DEFINE OUR AUDIENCE
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“LA draws 20-25 million tourists every year, catering to the unique desires of each one with unparalleled diversity and countless entertainment options.” -Los Angeles.com
The Tourists
Size Potential: Large •Possible Locations: Key tourist destinations •Brand Attributes / Value: The humanistic Starbucks, Global Relevance, •Mission, Comfort Our Goal: To design a space that teaches customers how coffee is made, where •it comes from and bring them behind the scenes to learn about how Starbucks was founded, why it was created and its long term vision and goals.
“We’ve been in LA for 5 days now. Yesterday we did Universal Studios and Hollywood today. We were both exhausted from all the walking and stopped into Starbucks to relax and rest our feet and we were pleasantly surprised. It’s very different from our Starbucks back home. This place feels like LA but in a good way. We were also able to orient ourselves and discover local points of interest.”
KEY ATTRIBUTESRichard & LouiseVisitors from East CoastAges: 55, 60Number of Visits: 1 Length of Stay: 30 min. - 1 hour
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Family with kids on vacation
Young couple sightseeing
LA Local with parents in town
Backpackers from Europe
Other Tourists
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“Los Angeles is made up of dozens of small communities with their own distinct cultural personalities, this City of Angels will forever be many things to many people.” -YahooTravel
The Local
Size Potential: Medium •Possible Locations: Residential Communities •Brand Attributes / Value: Comfort, Community, Local Relevance, Fun, •Reaffirmation Our Goal: To design a space that’s about the customer and their specific •neighborhood to have local relevance.
“I write whenever inspiration strikes me, that can be at anytime day or night. I sometimes suffer from ‘cabin fever’ and I just need to get out and have some human interaction. That’s where Starbucks comes in, it’s like my second home and I can easily spend several hours there. I’ve made friends with the Barista’s, many of them are trying to break into the film industry just like me.“
KEY ATTRIBUTESJakeStudent & Aspiring WriterAge: 25Number of Visits: Daily/Weekend Length of Stay: 30 min. - 1 hour
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Other Locals
Santa Monica Local Highland Park Local Inglewood Local Torrance Local
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“At 29 minutes, Los Angeles has among the nation’s highest average commute times.” -US Census Bureau News
“LA invented the freeway”
The Commuter
Size Potential: Small •Possible Locations: Key commuter patterns •Brand Attributes / Value: Efficient, Powerful, Ah-ha moment, Discovery •Our Goal: To design a space that tells the SB story over many visits in short •bursts of 5 min intervals.
“I’m a busy guy and I don’t have time to wait in line. That’s why these smaller ‘Express’ Starbucks are so great. I can get in and get out quickly. It’s conveniently located on my way to work so now it’s become part of my daily routine.”
KEY ATTRIBUTESBarrySports AgentAges: 38Number of Visits: Daily/Weekday Length of Stay: 5-10 minutes
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Other Commuters
By Car - Silverlake to Santa Monica
By Blue Line - Long Beach to Downtown
By Car - Malibu to Hollywood
By Bus - Pasadena to Mid-Wilshire
Now that we have defined our customers:
1. What are their needs and expectations?
2. How do we satisfy them in the physical space?
3. How do we tell an authentic Starbucks story with the number of visits and length of stay that we have with our customer?
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TELL THE STARBUCKS STORY
Our Proposal:We would like to design 3 different spaces. Each space catering to the unique demands of our 3 Los Angeles customer profiles.
We define these 3 design directions as:
1. For the Tourists - Starbucks Signature 2. For the Locals - My Starbucks3. For the Commuters - Starbucks On The Go
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TELL THE STARBUCKS STORY
Touchpoint opportunitiesCustomer needs
Starbucks Signature
The Tourists
Create visceral & emotional experience via narrative story of ‘coffee’. Demonstrate coffee roasting
Wants to be able to tell stories back home about their trip
Map wall of the local area that highlights local landmarks & tells a story of that region of LA. Use an LA Creed statement
Orient where they are and local points of interest
Space should be warm comfortable & inviting. Smell of Coffee and cinnamon rolls trigger memories of home
Home away from home
Customers should be greeted by a hostess. Sense of place
Community “Great Table” that seats 8 or more
Interacting with other travellers
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Touchpoint opportunitiesCustomer needs
Good sight lines for people watching and observation. Window locations are key
lounge type atmosphere with cushioned seating
Comfortable seating
Community wall featuring local culture and things to do
Curiosity about the local community
Kiosk or computer available for planning trips and checking email
Internet access
Coffee cup or Starbucks card that has a graphic reflecting the unique character of LA.
Podcasts with self-guided tours
Souvenir
Sightseeing
People watching
Starbucks Signature
The Tourists
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What is the ‘Signature’ experience?
TheatricalExcitingSurpriseNostalgicRomantic
•••••
Authentic/ VintageLayered/ TexturalInteractive/ EducationalDecoration & OrnamentationWood Floors
•••••
Architectural Emotional
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Signature experienceSTARBUCKS SIGNATURE
Dramatic Lighting
Theatrical Displays
Authentic
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Touchpoint opportunitiesCustomer needs
My Starbucks
Greeted with “Would you like your usual drink?” Starbucks card with RFID that recognizes drink history
Wants the same drink every time
Rewards club for consistent customers providing discounts and free drinks.
Wants to be treated special as a regular customer
Good sight lines for people watching and observation.
Needs to be amongst people to get out of the office.
Showcase other local aspiring artists with art exhibits, poetry readings & live musical performances
Creative inspiration
Community “Great Table” that seats 8 or more
Interacting with others
The Local
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My StarbucksTouchpoint opportunitiesCustomer needs
Provide ample table space. Shelving, niches, coat hooks etc. Flexible table arrangements
Space to spread out books and papers, an appropriate work space
Provide power ports for plug in laptop, blackberry, ipod etc.
Work on laptop, use blackberry, ipod etc.
Lounge type atmosphere with cushioned seating
Comfortable seating
Community wall featuring local events, job listing, musicians wanted etc.
Needs to know what is going on in the community
Wireless internet and ethernet ports
Provide newspapers, magazines & books free of charge
Access internet
Wants to know what is going on in the world
Serve coffee in ceramic cupsHome feeling
The Local
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What is the ‘My Starbucks’ experience?
Home/ ComfortWelcome/ Warm/ SoothingSafeSlow/ Laid-Back/ CasualFamiliarity
•••••
Lounge Space/ Home OfficeTactile & TexturalLived In & CozyNeutral/ Soft lightingGathering Space
•••••
Architectural Emotional
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My Starbucks experienceMY STARBUCKS
Functional Cozy
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Starbucks On the GoTouchpoint opportunitiesCustomer needs
These Starbucks will be in heavily trafficked areas. Potential for smaller pop up stores like a newstand possibly
Convenience
Offer ‘express lane’ for drip coffee. Streamline the ordering process
In a hurry and doesn’t have time to wait in line
Reduce the number of menu items.
Already knows what he’s going to order
Provide standing drink rail and bar height tables. No lounge seating
Space to sit or stand to drink my coffee and eat my muffinThe Commuter
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Condiments can be an island fixture to allow multiple customers access at the same time from all sides
Don’t like to wait for other customers at the condiments table
Provide a single, simplified brand message that raises customers social awareness.
Wants to be informed, but very limited on time
Utilize prepaid Starbucks cards and RFID connected to charge cards to speed up transaction process
Would prefer to pay with card and not waste time with cash transactions
Merchandising, food and drink options will be limited to essential items. Streamline the customers experience
Don’t want to be overwhelmed with too many decisions
Touchpoint opportunitiesCustomer needs
Starbucks On the Go
The Commuter
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What is the ‘On The Go’ Experience?
Speed/ Fast/ MotionImmediateEnergy/ High IntensityUnusual/ Unique/ CuriousExciting
•••••
Clean LinesLimited Materials/ Color PalletOpen/ TransparentSmart/ Easily Up-DatableTile Or Hard Flooring
•••••
Architectural Emotional
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On The Go experienceON THE GO
Clean Lines Energy
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Key Opportunities for future locations and/or renovations.
Tourists Locals CommutersDisneyland•Hollywood Sign•Grauman’s Chinese Theater•The Queen Mary•La Brea Tar Pits•Sunset Boulevard•Griffith Park Observatory•Santa Monica Pier/Venice Beach/Sun•
Hollywood•Westwood•Santa Monica•Silverlake•Pasadena•Newport Beach•Burbank•Venice Beach•
Freeways (the 210, the 10, the 60, the •91, the 105, the 405, the 5, the 705, the 57, the 55)Major Streets (Hollywood Blvd., Sunset •Blvd., Santa Monica Blvd., Wilshire Blvd., Figuroa, La Brea, La Cienega, Western)Metro-Bus & Rail (Red Line, Gold Line, •Green Line, Blue Line, Orange Line)
This strategic approach builds upon your existing presence while enrichening it through a new layer of architectural expressions:
Starbucks Signature, My Starbucks & Starbucks On-The-Go
ExistingStarbucksDensity: 700+
On-The-GoDensity: Heavy
My StarbucksDensity: Medium
SignatureDensity: Lite
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SUMMARY
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MILESTONES
Conceptual Design - Definition of design/variables; design vignettes; integration of
messaging/strategy; including colors, materials, components, etc. Due 5.01.08;
Starbucks approval 5.05.08
5 Decks + PDF
Final Design - Finalization of design/variables; design vignettes; integration of
messaging/strategy; including, colors materials, components, etc. Due 6.02.08;
Starbucks approval 6.06.08
5 Decks + PDF
Final (Senior Management) Presentation (Seattle) - 6.16.08
8-10 Boards (24x36) + 10 Decks + PDF
1.
2.
3.
IV. Next Steps
Thank You
Dario AntonioniJames FeserLaura Evansand Team
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