Brand Project #1: Starbucks

Why? 

Mission Statement: “To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time.”

How?

Produce great coffee

• Iconic taste
• Starbucks roasts
• Variety
• Sizes
• Flavors
• Milks
• Seasonal products
• Holiday cups
• Flavored lattes (pumpkin spice, peppermint mocha, gingerbread, etc.)

Build relationships

• Creating a neighborhood gathering place
• Inviting aesthetic for working, meeting up, etc.
• Charging stations
• Ample seating space

Make the world better

• Source Ethically & Sustainably
• Global Farmer Fund Program
• Sustainable Coffee Challenge
• 100% ethically sourced tea and cocoa by 2020
• Audits conducted by independent verification organizations
• Lead in Green Retail

• LEED Building Standards
• Reusable cups
• Compostable cups
• Conserving energy and water
• Responsible farming
• Create Opportunities & Strengthen Communities
• Opportunity for Youth
• Community Stores
• Starbucks Foundation
• Community service
• Veterans & Military Support
• Diversity & Inclusion
• Starbucks College Achievement Plan

What?

- Coffee and tea

- Baked goods

- Sandwiches and paninis

- Yogurt, fruit & snacks

- Drinkware (mugs, tumblers, etc.)

- Verismo coffee maker