Starbucks Menu & Signage System 2019
Creating a “house style” evergreen design system that solves existing challenges from consumer insights and reflects the new creative expression.
Completed Menu & Signage System
Before
Customer Insights
Menu System Before and After
Consistent Customer Ordering Experience In Store, Website and App
Updated Core Beverage and Food Photography Library
Updated Core Signage System
My role
Creative Director
Team size
Senior Associate Creative Director, Associate Creative Director, Senior Designers, Senior Writer, Senior Project Manager, Associate Project Manager
Problem to solve
Create a modular menu and signage system for US/CAN company owned and licensed Starbucks stores. Solve existing challenges identified by consumers. Apply new creative expression. Solution must also translate to website and app menu experience.
Scope
Trend and market research, multiple concepts, photography, style guides
Key stakeholders
Marketing, Operations, Product, Legal, Chief Marketing Officer
Timeline
6 months for initial launch, 6 additional months to complete full library and finalize system
Duration in market
5 years