The next big thing from Starbucks, isn’t Starbucks. To celebrate the launch of the new Seattle’s Best Coffee identity, Seattle-based Creature (www.welcometocreature.com) and the Zeno Group collaborated to help the brand take over the iconic Starbucks building in Seattle. Overnight on May 11, a clandestine team wrapped the famous Starbucks Siren in the new logo. Along the way, the company launched its first new piece of content under the new identity with the “building take over” video – check it out at www.seattlesbestcoffee.com (scroll to the bottom of the page). The new logo is designed to be a flexible, universal symbol that is as comfortable in a quick-serve restaurant as it is in a café or on a canned product or package in a grocery store. It reflects the new direction for the company using symbols associated with the coffee experience (a cup, a drop, a smile) in an unexpected way.
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