Starbucks: Follow the green dot

May 10

CLIENT
Part of SVA’s Masters in Branding program, taught by Tosh Hall

ROLE
Brand Strategy

TEAM
Alex Gilkey, Shrutika Manivannan, Yaren Kaya

Click here for the full strategy deck.

Challenge
Since its founding in 1971, Starbucks has been tied to the idea of “the third place” – a place to find community outside of work and the home. In 2020, Starbucks CEO Kevin Johnson declared that the “third place has never been more relevant than now.” Recently, however, it seems that Starbucks has shifted away from, not closer to, the “third place” model, prioritizing convenience over community. Only 2% of new stores opening in the next 3 years will be “cafe-style” – whereas half of new stores will be drive-thru or pickup only. Incidents involving union busting, racial profiling customers, and mishandling employees' health during the pandemic have alienated the Starbucks brand from its community-first identity. How can Starbucks get back to its roots?

Solution
Before any public-facing initiatives, Starbucks needs to make its store a safe harbor for its employees – improving training, safety, and better understanding what employees are looking for in this community.

Next, we are proposing that Starbucks uses its strongest brand equity - its logo - to send a new message to consumers that when you see a green dot on the corner, you know you’ll always be welcomed. That green circle, which is often backlit, can become a simple wayfinding system for any neighborhood across the world. Playing off of the nautical elements of the brand, the green light acts like a beacon to safety and comfort.