Starbucks Rebranded Packaging

On the heels of announcing the redesign of the iconic Starbucks logo, the Starbucks internal design team sends in images of the core paper goods from the Starbucks rebranding:

"The work was done by the internal creative department here at Starbucks in partnership with Lippincott. The goal was not only to refresh the mark but to free the Siren from the ring, allowing her to be treated more artistically."

Check out the new Starbucks packaging below, and share your thoughts on it in the comments!

Comments

[Geoff G]

Spa Coffee?

[Rodolfo Carrillo]

Really like the new sleeves and bag, but think they couldve push it a bit further with the cup
Loved their Christmas packaging for 2010 btw

[Kayleigh]

When I first saw the redesigned cup (on a different site) I hated it. For me the original logo looked more complete, and I loved the "old skool" look it had. Now I've seen the bag and sleeves I've grown to like it a lot more. The logo looks good oversized and placed off-center, it's just the cup itself that lets it down for me. It looks unfinished.

[lolo]

green is the new black!

[Richard Carter]

Got the new packaging in Newcastle the other day, I really like it as a designer, but I'm personally sure if the UK at large is ready for the dropping of the name from the mark. Will be interesting to see the results!

[Yael]

I somehow feel that this isn't representing Starbucks soul. It's very sterile. When you enlarge the siren (which has been refined and simplified a great deal), and then display it large sizes, it starts to feel like the sort of the thing big brands do. The logo becomes a symbol of Starbuck's might instead of a sign of their craft.

It's like the brand is saying, "We know you know who we are by now." It's doubtful consumers will respond with warmth to that.

If the siren is indeed the hero of the brand, why not do it less like Nike (naked swoosh) and more like reaching into the brand's heritage with a re-creation of the original mark in a detailed, intricate and rich way. This would enhance its appeal at large sizes and re-emphasize Starbucks trailblazing focus on quality, craftsmanship and really good coffee.

[Jason Lim]

All in all, I still don't like the new designs, although I have to admit the sleeves look very good. I agree with Rodolfo and Kayleigh; the cup ruins the look.

[Vivi]

I like the previous logo much.

[Joey LIttle]

I agree that the old logo designs were effective and great, but this new rebranding I think is a much needed move in the company future. It's fresh and a great design statement in my opinion. I think the modern life of Starbucks has a strong and striking prominence!