Staff Reporters
Mar 8, 2011

Starbucks unveils rebranded storefronts

BEIJING – Beijing is among four cities around the world where Starbucks will debut its new brand logo on storefronts today.

Starbucks has chosen Beijing as a key city to unveil new brand identity
Starbucks has chosen Beijing as a key city to unveil new brand identity

The Solana store will carry the pared-down siren logo, along with Times Square in New York, Brompton Road in London and Avenue de l’Opéra in Paris. In Hong Kong, the new logo will be visible on all cups.

The Starbucks Coffee Company announced a new global brand identity that sees the word ‘coffee’ removed all outlets and products in January.

According to a statement from the US company, the new identity reflects the evolution of its business to encompass more than coffee. Removing the word ‘coffee’ from all merchandising will also eliminate confusion over non-coffee products such as tea and ice cream, the statement said. Packaging for these has until now been stamped as ‘coffee-free’.

Starbucks recently began experimenting with serving beer, wine and cheese alongside its more familiar products.

 

Source:
Campaign China

Related Articles

Just Published

2 hours ago

AKQA restructures into three P&Ls, names CEOs to ...

Brian Vella, managing partner in APAC, is now chief executive of the region.

2 hours ago

Omnicom and IPG chiefs on merger: Moving beyond ...

John Wren and Philippe Krakowsky speak to Campaign.

4 hours ago

Agency of the Year 2024 SEA winners: Singapore and ...

Check out the complete winners list from Campaign's final AOY 2024 event for Singapore and Malaysia, as well as several Southeast Asian regional awards with entrants across five markets.

4 hours ago

Agency of the Year 2024 winners: Asia-Pacific

Check out the 2024 Campaign Asia-Pacific Agency of the Year's regional winners across APAC/Network.