Starbucks Brand Strategy Case Study | The Third Place
The State of the Brand:
Leadership at Starbucks wanted to make a memorable brand experience for coffee lovers that they could leverage to grow the brand globally. And they understood that their store formats were too generic to create an immersive, uniquely ownable branded coffee experience.
How We Helped
We helped Starbucks create a new culture, rooting coffee deeply and artistically into modern representations of music, mythology, and ceremony. We extended the new brand platform to include dramatic storytelling that touches all brand communication.
The Results
Creation of the US coffee culture and industry. Increased brand valuation by millions.
“Lemley’s blend of business strategy and design vision enabled Starbucks to create ‘The Third Place’. . . a warm, inviting environment’ where our unique coffee culture could flourish.”
– Wright Massey, Former VP of Architecture and Design, Starbucks
Scope Of Work
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Branding Platform
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Identity Toolbox
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Packaging System
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POS Strategy
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Environmental Graphics Program
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Brand Bible
