Starbucks Re-Branding Share: SMITHRAIS NYC Score Awaiting client review n/a Date Published 21 July 2023 Reading Time 1-Minute Read SMITHRAIS NYC work on rebranding coffee giant Starbucks. The Challenge The key challenge was to visually transform the company from its image as a heritage coffee company to a company offering a luxury experience at a global scale. Other challenges also included creating a visual story and system, visual ecosystem, and brand guidelines, as well as creating and managing brand values, brand identity, brand strategy, and scalable systems and stories. The Solution Focused on the new essence of the brand with minimal visual language for successful transformation. Reinforced the new brand idea of “The moment of connection” by expanding core visuals into a system of patterns. Efficiently and consistently applied the iconic design story in every Starbucks around the world. The Result The company won the ReBrand 100 Award, Good Design™ Award