STARBUCKS

RED CUP REDESIGN

CELINE RACHELLE

STARBUCKS
RED CUP
CHAOS
Product: Starbucks
Target Audience: Women, aged 19-31,
middle class, willing to spend money on
themselves as well as others.

Starbucks has been around since 1971,

and is famous for its third room dining,
the place between work and home that
provides a sanctuary for those to unwind
before they go on to the next place.
Starbucks prides itself on organic and high
quality products, and consumers come
there in order to add a form of indulgence
to their day. It was stated that customers
pay five dollars not for the drink, but for the
ambiance and atmosphere.


Starbucks has found incredible
success, and is constantly opening new
doors for customers, employees, and
new products. However,

a controversy
in 2015 stuck up a massive social media
outburst- the red cup. Consumers lived
for the red cups each year. Red cups
are Starbucks holiday designed cups,
which typically are decorated with a
winter theme, ranging from snowmen to
ornaments. This year, however, the cups
had a minimal, ombre design. The public
was in an outrage. For days, blog posts,
news reports, and social media blared
on, claiming that Starbucks was antiChristmas. Presidential Canidates and
celebrities got involved, and Starbucks
received a lot of attention.
This brought attention to all that
branding and design has a massive
impact on peoples perception of a
company. The PR scandal of the moment
was based off of a design, or the lack
thereof.

THE BIG IDEA

I brainstormed everything
from snowflakes to menorahs.
I drew out ornaments and
snowmen, but I wanted to think of
something that brought the spirit
of the season out of Starbucks,
and gave everyone something
positive to remember. In my
design, I created a label that
would wrap around the cups.
With this design, I kept the ombre
and simplicity of Starbucks 2015
design, but I wanted to add more
for the consumers.

STYLE GUIDE
PEPPERMINT RED
#CC2128
CMYK: 13 100 99 4
RGB: 204 33 40
PANTONE: 1795 C
STARRY NIGHT GREY
#373637
CMYK: 69 64 61 55
RGB: 55 54 55
PANTONE: Black 7C
CANDY CANE RED
#962323
CMYK: 25 98 96 22
RGB: 155 35 35
PANTONE: 7628C
SALTY WHITE
#F2F2F2
CMYK: 4 2 3 0
RGB: 242 242 242
PANTONE: 663C
WINTERGREEN
#077755
CMYK: 88 30 78 17
RGB: 7 119 85
PANTONE: 555C

TITLE FONT:

CHASING EMBERS
Font will be 16 pt. for
the red cup, and 45 for
advertising posters

COPY FONT:
Raleway Regular
Raleway Italic
RALEWAY BOLD
RALEWAY BLACK
Font will be at 12 pt. for
advertising.

LOGO

HAND- DESIGNED
SNOWFLAKES

1.3 INCHES BY
1.3 INCHES, 2 in margiin

FLAT PACKAGING
5 INCHES

11 INCHES
1 INCH BY 2.2 INCHES

The tags on the left are for a little something extra.

Tie them to the side for a little extra cheer.

PRODUCT PHOTOGRAPHY

This was the original design.

Still awesome. I just added
a little more cheer.

WE FIXED IT.
#REDCUPCRISIS
#CRISISAVERTED

COME GET IT AT STARBUCKS.