Starbucks goes retro for the spring!
April 27, 2008
Just like the fashions of Balenciaga, Carolina Herrera, Gucci and Dolce & Gabbana, Starbucks is also going retro for the spring. Its original brown label has temporarily replaced the highly recognized green Starbucks logo of a mermaid encircled by the words “Starbucks Coffee.” Since the green logo is so pervasive, the change is an immediate attention-grabber.
The reason for the switch is the launch of Starbucks’ new coffee blend, Pike Place Roast, which is supposed to have a smoother taste. Starbucks wants people to recognize the company’s shift toward brewed coffee as well as emphasize on the their coffee-roasting abilities. The new Starbucks cups are also made with 10% post-consumer recycled content, so they are not only promoting their new roast but also their efforts to serve coffee in a more environmentally friendly way.
Such a move seems unusual since Starbucks’ logo is immediately recognizable all over the world. However, the logo change was a definite strategic PR move on the company’s part. It drew immediate attention not only to the logo, but also to their new blend. The logo change raised the question of “Why did Starbucks do that?” Starbucks rarely advertises its product because its popularity sells itself. So the logo change is a subtle marketing technique for the new Pike’s Place Roast.
Even though the move has raised some controversy, I feel as though it also added to the popularity of Starbucks coffee. After all, techniques are the same in fashion, a designer has to make a drastic move to gain attention and make an impression on its audience. Since this spring bold, retro floral prints are making a come back, why not bring the retro Starbucks logo back as well?
What are everyone’s thoughts on the new Starbucks cup? Does it make you miss the old, more familiar logo or is it something new and exciting? I personally haven’t made up my mind yet! I kind of got used to the old cup over my coffee-drinking years!