Stubb + Flask Process Book
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Transcript of Stubb + Flask Process Book
Derek J. HornCMD 450 Spring 2015profeSSor MiCHele DaMatoCreDit 1
Client
profile
probleM
auDienCe
Market poSition
DeliverableS
key WorDS
Stubb + Flask by Starbucks
Starbucks holds around 33 percent of the market share for coffee in the U.S. It sells almost as much coffee as do fast food and convenience stores combined, even though it the bulk of its consumers are in cities or upscale suburban areas.
In December 2014, Starbucks unveiled a five-year plan to serve beer, wine, and small plates after 4PM in 3,000 of their US stores (currently implemented in 32). They would like to establish their own craft brewery for the production of beer to be served in their cafes, as well as to be packaged and sold in stores.
Age 25-40, middle to upper class. Craft beer drinkers are predominantly white males, but the Starbucks brand association might attract more female drinkers
Competition would include hundreds of other craft beer options, but the Starbucks brand loyalty will be a major selling point.
4 regular varieties of beer (Vanilla Porter, Pike Place Pale Ale, Coffee Stout, Caramel Bock) 2 seasonal varieties (Pumpkin Spice Ale, Gingerbread Lager), a 6 pack, growler, tap handles, in-store advertisement.
familiar / cultivated / charming
In other words: develop a beer line that will be consistent with the in-store Starbucks brand experience yet stil l stand out in the craft beer aisle. Let’s go!
problem: In December 2014, Starbucks unveiled a
five-year plan to serve beer, wine, and small plates
after 4PM in 3,000 of their US stores (currently
implemented in 32). They would like to establish
their own craft brewery for the production of beer
to be served in their cafes, as well as to be packaged
and sold in stores.
“The place you love during the day now has more reasons to love it at night”
AUDIeNCe: Age 25-40, middle to upper class. Craft
beer drinkers are predominantly white males, but
the Starbucks brand association might attract more
female drinkers to the market.
“Starbucks’ primary target market is men and women aged 25 to 40. They
account for almost half (49 percent) of its total business. Starbucks’ appeal to
this consumer age group through hip, contemporary design that is consistent in
its advertising and decor, and working to keep its products as status symbols.”
(source: smallbusiness.chron.com)
“...craft brewers also typically do a better job marketing to women—by not
marketing to women. Beers that try to present themselves as particularly
women-friendly face almost universal derision and scorn on the website’s
forums for being patronizing.” (source: beveragemedia.com)
“Women beer drinkers are more attracted to specialty microbrewed beers than
they are to the big brands, possibly because of their greater variety.”
(source: beveragemedia.com)
StArbUCkS GrAphIC DeSIGN SWIpe:StArbUCkS GrAphIC DeSIGN SWIpe:
StArbUCkS pACkAGING SWIpe:
Logo is centered and prominent
DIStIllING the StArtbUCkS brAND IN pACkAGING:
check boxes referencing the many options of made-to-order drinks
Clean, san-serif typography, use of “+” instead of “and” or “&”
White is primary color, with secondary color coding based on variety
Clear and approachable description of contents allows consumers with limited knowledge of coffee to make informed buying decisions
Chart-like classification of information
Product shots featuredin “rustic” environments
Continued usage of earthy colors
CrAFt beer SWIpe:
mArketplACe:
NAmeS: - Stubbs - Stubbs Brewing Co. - Stubb + Flask - Starbrew - BRU by Starbucks - Starbeam Brewery - Pike Place Brewery
NAme orIGIN: When Starbucks was founded in 1971, it was almost
called Pequod —the name of the whaling ship in Moby-Dick. The name was
later changed to Starbucks, after the Pequod’s first mate. Stubb and Flask are
the second and third mates of the Pequod, and serve as jovial foils to the stiff
morality of Starbuck. The names work well together to capture the warmness that
should be inherent in a craft beer brewed by Starbucks.
INItIAl SketCheS:
STUBBS brewing co.
Porterthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
India Pale Alethis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Coffee Stoutthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Pumpkin Spice Alethis is a beer that is very tastyand might get you drunk. 12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Caramel Bockthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
psa STUBBS brewing co.
Porterthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
India Pale Alethis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Coffee Stoutthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Pumpkin Spice Alethis is a beer that is very tastyand might get you drunk. 12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Caramel Bockthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
psa STUBBS brewing co.
Porterthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
India Pale Alethis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Coffee Stoutthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Pumpkin Spice Alethis is a beer that is very tastyand might get you drunk. 12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Caramel Bockthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
psa STUBBS brewing co.
Porterthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
India Pale Alethis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Coffee Stoutthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Pumpkin Spice Alethis is a beer that is very tastyand might get you drunk. 12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Caramel Bockthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
psa STUBBS brewing co.
Porterthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
India Pale Alethis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Coffee Stoutthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Pumpkin Spice Alethis is a beer that is very tastyand might get you drunk. 12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
STUBBS brewing co.
Caramel Bockthis is a beer that is very tastyand might get you drunk.
12 fl. oz (388 mL)
6.5%alc./vol .
bottled on
01∙29∙15
enjoy before
07∙29∙15
use thisglass
psa
ApproACh 1Minimal approach ended up looking cold and dull. Kept color coding system for future iterations.
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL)12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL)12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL)12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL)12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL)12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
ApproACh 2Black-lettering felt “too German.” Introduced numbering system and green seal to evoke the iconic Starbucks cup, but it ended up feeling too similar to original brand.
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
P O R T E Rthis is a beer that is very tastyand might get you drunk.
C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.
P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.
A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.
C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.
12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)
ApproACh 3“Stubb’s” lettering too thin. Too sterile looking overall.
So, NoNe oF theSe Were WorkING.I started sketching during critique...
Vect
oriz
ed m
ark
was
aw
kwar
d an
d to
o sh
arp.
Cr
AF
tIN
G t
he
lo
Go
mA
rk
Onc
e I h
ad th
e ne
w d
irect
ion
for t
he m
ain
logo
m
ark,
I w
as h
ell b
ent o
n ge
ttin
g it
as p
erfe
ct a
s I
coul
d. T
his
resu
lted
in d
ozen
s of
redr
awin
gs a
nd
retr
acin
gs u
ntil
I rea
ched
a s
olut
ion
I was
hap
py
with
. As
you
can
see,
my
desk
spa
ce w
as o
ften
cl
utte
red
with
pen
cil-d
raw
n va
riatio
ns, w
hich
I th
en e
dite
d in
Pho
tosh
op a
nd Il
lust
rato
r.
Roun
ding
the
S m
ade
the
mar
k fe
el w
arm
er.
Get
ting
the
F to
hav
e th
e co
rrec
t cur
vatu
re a
nd
wei
ght b
alan
ce w
as th
e tr
icki
est p
art o
f dra
win
g th
e m
ark.
Mos
t of t
he le
tter
s in
the
mar
k w
ere
base
d on
the
form
s fo
und
in th
e b
and
k, w
hich
I dr
ew fi
rst.
Six
12
oz
.
VARI
ETY
PAC
K
NO 1
Po
rter
NO 2
Pi
ke
Pla
ce
Pale
ale
NO 3
c
off
ee S
to
ut
NO 4
c
ar
am
el B
oc
k
NO 5
Pu
mPk
in S
Pic
e a
le
NO 5
G
inG
erBr
ead
la
Ger
be
Yo
ND
th
e b
ot
tl
e(L
) Opt
ions
for b
ottle
cap
des
ign.
Fin
al o
n to
p le
ft.
(M) R
ough
6-p
ack
box
desi
gn. I
dea
for v
arie
ty p
ack
scra
pped
bec
ause
two
flavo
rs o
f six
are
sea
sona
l an
d su
ch a
pac
k w
ould
not
be
logi
stic
ally
pos
sibl
e.
(R)
Roug
h ta
p ha
ndle
des
ign
Do
Ne
AN
D
re
AD
Y F
or
p
ho
to
Gr
Ap
hY
!
FINAl DeSIGNS
Overall, I’m very happy with my solution to this challenge. I
feel that I maintained a balance between keeping true to the
Starbucks brand, while creating a new sub-brand that is able to
stand on its own feet in the crowded craft beer market.