Well, actually we are, but don't tell anyone.
A few weeks ago Starbucks made some press when it was announced that they were exploring a new idea in rebranding themselves. By debranding. Instead of Starbucks setting up shop, with their Venti's and half caff whipped mocha almond chai smoothies, what would magically appear would be a 15th Avenue E Coffee and Tea shop. Or shoppe. Something like that.
Anyway, they've thrown the style guide out the window, done away with corporate design and worked hard to make it look like a real honest to goodness authentic coffee shop. Like that one on Friends. Or that one that all those skinny jean wearing, American Apparel'ed hipsters hang out at.
Here's an interview with the creator/designer of the new look, and here's some shots of the new look.
Me, I'm off to the little Italian place down the street from me. I just want a freakin' espresso, not a brand experience...
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