Starbucks NOW
啡快
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Starbucks Now is a new ordering system and retail experience that integrates physical and digital customer touch-points for the Chinese market.
This new retail format and ordering system provides customers a fast, convenient, and touch-less experience to suit their on-the-go lifestyle. Customers can order their drinks and food on their phones and then pick it up at the store.
We designed a flexible logo with Starbucks' iconic cup, creating many logo variations and usage possibilities. The cup shape combines the ‘NOW’ letters, having the letter ‘O’ as an abstract representation of Starbucks Siren logo.
This new logo provides endless possibilities of usage, at the same time, is easy to identify as a Starbucks element, so it’s easy to become memorable.
This new logo provides endless possibilities of usage, at the same time, is easy to identify as a Starbucks element, so it’s easy to become memorable.
The results of this new concept have been great. The mobile ordering system has been applied throughout more than 90% of Starbucks stores in China and the online orders has increased significantly.
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Starbucks Now（啡快）是星巴克在中国市场推出的移动点单服务。消费者可以通过手机在线点单，随即到店后领取自己所点的饮品或食物。国内的咖啡消费呈逐年上升趋势，消费节奏也在悄悄地加快。品牌需要满足更多的消费者，跟上消费者的快节奏，势必需要推出更高效、更便捷的服务。
Starbucks Now 的品牌视觉需要遵循星巴克一贯的简约现代的视觉调性，同时呈现属于自己的特色。设计将咖啡饮品杯符号化处理，并与品牌英文名中的 NOW 做结合。星巴克的饮品杯是一款白色纸杯，多年以来已被消费者熟悉并认可，具有很强的品牌代表性。杯身的绿色美人鱼图案即品牌标识，也巧妙契合字母 O 的形状，我们将其简化处理，以绿色圆点呈现，使其更具符号感。Starbucks Now 推出后，服务覆盖超90%的星巴克门店，星巴克线上订单的总量占比明显增高，手机点单服务获得消费者的广泛好评。
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