Stubb + Flask Process Book

Derek J. HornCMD 450 Spring 2015profeSSor MiCHele DaMatoCreDit 1

Client

profile

probleM

auDienCe

Market poSition

DeliverableS

key WorDS

Stubb + Flask by Starbucks

Starbucks holds around 33 percent of the market share for coffee in the U.S. It sells almost as much coffee as do fast food and convenience stores combined, even though it the bulk of its consumers are in cities or upscale suburban areas.

In December 2014, Starbucks unveiled a five-year plan to serve beer, wine, and small plates after 4PM in 3,000 of their US stores (currently implemented in 32). They would like to establish their own craft brewery for the production of beer to be served in their cafes, as well as to be packaged and sold in stores.

Age 25-40, middle to upper class. Craft beer drinkers are predominantly white males, but the Starbucks brand association might attract more female drinkers

Competition would include hundreds of other craft beer options, but the Starbucks brand loyalty will be a major selling point.

4 regular varieties of beer (Vanilla Porter, Pike Place Pale Ale, Coffee Stout, Caramel Bock) 2 seasonal varieties (Pumpkin Spice Ale, Gingerbread Lager), a 6 pack, growler, tap handles, in-store advertisement.

familiar / cultivated / charming

In other words: develop a beer line that will be consistent with the in-store Starbucks brand experience yet stil l stand out in the craft beer aisle. Let’s go!

problem: In December 2014, Starbucks unveiled a

five-year plan to serve beer, wine, and small plates

after 4PM in 3,000 of their US stores (currently

implemented in 32). They would like to establish

their own craft brewery for the production of beer

to be served in their cafes, as well as to be packaged

and sold in stores.

“The place you love during the day now has more reasons to love it at night”

AUDIeNCe: Age 25-40, middle to upper class. Craft

beer drinkers are predominantly white males, but

the Starbucks brand association might attract more

female drinkers to the market.

“Starbucks’ primary target market is men and women aged 25 to 40. They

account for almost half (49 percent) of its total business. Starbucks’ appeal to

this consumer age group through hip, contemporary design that is consistent in

its advertising and decor, and working to keep its products as status symbols.”

(source: smallbusiness.chron.com)

“...craft brewers also typically do a better job marketing to women—by not

marketing to women. Beers that try to present themselves as particularly

women-friendly face almost universal derision and scorn on the website’s

forums for being patronizing.” (source: beveragemedia.com)

“Women beer drinkers are more attracted to specialty microbrewed beers than

they are to the big brands, possibly because of their greater variety.”

(source: beveragemedia.com)

StArbUCkS GrAphIC DeSIGN SWIpe:StArbUCkS GrAphIC DeSIGN SWIpe:

StArbUCkS pACkAGING SWIpe:

Logo is centered and prominent

DIStIllING the StArtbUCkS brAND IN pACkAGING:

check boxes referencing the many options of made-to-order drinks

Clean, san-serif typography, use of “+” instead of “and” or “&”

White is primary color, with secondary color coding based on variety

Clear and approachable description of contents allows consumers with limited knowledge of coffee to make informed buying decisions

Chart-like classification of information

Product shots featuredin “rustic” environments

Continued usage of earthy colors

CrAFt beer SWIpe:

mArketplACe:

NAmeS: - Stubbs - Stubbs Brewing Co. - Stubb + Flask - Starbrew - BRU by Starbucks - Starbeam Brewery - Pike Place Brewery

NAme orIGIN: When Starbucks was founded in 1971, it was almost

called Pequod —the name of the whaling ship in Moby-Dick. The name was

later changed to Starbucks, after the Pequod’s first mate. Stubb and Flask are

the second and third mates of the Pequod, and serve as jovial foils to the stiff

morality of Starbuck. The names work well together to capture the warmness that

should be inherent in a craft beer brewed by Starbucks.

INItIAl SketCheS:

STUBBS brewing co.

Porterthis is a beer that is very tastyand might get you drunk.

12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.

India Pale Alethis is a beer that is very tastyand might get you drunk.

12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.

Coffee Stoutthis is a beer that is very tastyand might get you drunk.

12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.

Pumpkin Spice Alethis is a beer that is very tastyand might get you drunk. 12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.

Caramel Bockthis is a beer that is very tastyand might get you drunk.

12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

psa STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass



12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass



12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass



12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

STUBBS brewing co.


12 fl. oz (388 mL)

6.5%alc./vol .

bottled on

01∙29∙15

enjoy before

07∙29∙15

use thisglass

psa

ApproACh 1Minimal approach ended up looking cold and dull. Kept color coding system for future iterations.

P O R T E Rthis is a beer that is very tastyand might get you drunk.

C O F F E E S T O U Tthis is a beer that is very tastyand might get you drunk.

P U M P K I N S P I C E A L Ethis is a beer that is very tastyand might get you drunk.

A M E R I C A NP A L E A L Ethis is a beer that is very tastyand might get you drunk.

C A R A M E LB O C Kthis is a beer that is very tastyand might get you drunk.

12 fl oz (388 mL)12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)

























ApproACh 2Black-lettering felt “too German.” Introduced numbering system and green seal to evoke the iconic Starbucks cup, but it ended up feeling too similar to original brand.






12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL) 12 fl oz (388 mL)

























ApproACh 3“Stubb’s” lettering too thin. Too sterile looking overall.

So, NoNe oF theSe Were WorkING.I started sketching during critique...

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FINAl DeSIGNS

Overall, I’m very happy with my solution to this challenge. I

feel that I maintained a balance between keeping true to the

Starbucks brand, while creating a new sub-brand that is able to

stand on its own feet in the crowded craft beer market.

Date post:	21-Jul-2016
Category:	Documents
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Stubb + Flask Process Book

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