What is a brand? A brand can be anything from a company’s look or style. It’s identity, it’s values, what it stands for. For example, if we think about the drinks manufacturer, Coca-Cola, the first thing that springs to mind about its ‘brand’ is the iconic, script logo, the red colour and the shape of their bottle design. It’s a brand which is known to be fresh, modern and one which sets the bar for other drinks manufacturers to follow.
Brand are everywhere and continue to evolve as trends and fashions change.
Starbucks, recently made a chance to their drinks mugs. From the traditional white mug and printed Starbucks logo and type, they have moved to a new mug which was shorter in height. Probably a design consideration to makes it easier to pick up and hold (always have the customer in mind). It also looked wider. I am guessing it is easier to stack as well.
Secondly, if you can remember the old mug design, it was white. This is off white. A very light brown. Very subtle considerations.
On further inspection, you can see the iconic logo (without the Starbucks name) embossed onto the side of the mug. This gives it a nice feel as you run your fingers over it. The circular ‘icon’ graphic does not have the word ‘Starbucks’ on it. I think the reason for this move is that the brand is now widely recognised and doesn’t necessarily need the word ‘Starbucks’ word on it.
A more subtle change is the addition of the letter ‘T’ which appeared at the top of the handle. What did the ‘T’ mean? Was to do with the ‘size’ of the drink ? In this case a ‘Tall’ drink. We assume that the other size cups are represented with different letters.
So, Starbucks have introduced this new mug for its consumers to drink out of. One wonder what they have done with the old mugs!
It’s all part of their evolution of their brand – making sure they set standards as one of the leading coffee shops and enhance the experience of its consumers.
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