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.