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Starbucks

Launching a new visual identity by quieting down the functional things so they can be most helpful, therefore, customers will find exactly what they seek. This allows new news and priorities to come to the forefront through a more dynamic expression.

Task

Help to rebuild a unified visual system with multiple mobility options. Meaning: a single cross platform app with a harmonised UX flow that help people embrace the new identity system through play and interaction.

  • Strategy

    Design Sprints, Workshops

  • Design

    Product Design, Prototyping

  • Client

    Starbucks

  • Production

    Design Sprints, Documentation

  • Platforms

    Desktop, iOS

⬤ 01. Challenges

Getting an extra audience of
worldwide users engaged in
a new visual identity, by
letting them quick touring.

It’s Starbucks’ mission to quiet down the functional things so they can be most helpful—so customers will find exactly what they seek. This allows new news and priorities to come to the forefront through a more dynamic expression.

 

Using creative expression that spans the full spectrum of functional to expressive, in both voice and design.

⬤ 02. Experience

A fluid visual user
experience with a
new solutions.

I grow brands through bold and strategic creative, focused on searching for new ways to showcase user content on digital support and envisioning the future arts.

Starbucks App 4
Starbucks App 6
watch?v=4 pqvaq9C4g&ab channel=DuffleKen
Starbucks App 7
Starbucks App 5

Color palette

/ Foundations
Green
#0b421a
 

R 11
G 66
B 26
  

Starbucks Green

White
#fffcfc
 

R 255
G 252
B 252
  

White

Green
#EFE8DC
 

R 2
G 17
B 75
  

Accent Green

Green
#1d3932
 

R 29
G 57
B 50
  

House Green

Starbucks’ green is iconic. Visible for blocks. It’s the most identifiable asset, from the color of the aprons to the logo.

Tending to lean into a family of greens to leverage brand recognition. Fresh and inviting, this expanded palette nods subtly to Starbucks’ heritage and propels the brand into a global future. A  presence of brand greens is ensured, either within the composition or through the presence of a logo.

Typography

/ Scales

Typeface
Sodo Sans, Lander & Pike

Usage
Headlines

Sodo Sans is the most versatile typeface, frequently used for body copy.

Lander is the serif typeface and may be used as an accent for more expressive moments.

Pike is the more impactful typeface, and its condensed appearance can lend itself well to functional headlines and wayfinding.

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Typeface
Sodo Sans, Lander & Pike

Usage
Headlines

Typeface
Sodo Sans, Lander & Pike

Usage
Headlines

⬤ 03. Mobile Experience

Putting our focus on
changing the way people
think of mobile experience.

Starbucks iOS 1
Starbucks iOS 2
Starbucks iOS 3

Credits

Management

Stacey Grey
Brand Research

John Stamper
Project Manager

Colin Mondero
Account Manager

Art Direction

Stephen Miller
Creative Director

Sarah Rickson
Brand Strategy

Production

Duffle Ken
Graphic Design

Duffle Ken
UI/UX Design

Let's get in touch,
I respond fast 🙂

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