We thought about if Starbucks could have a sub brand what could it be? So we came up with "CONNECT". A place where business professionals can meet and book meetings while enjoying an amazing coffee, breakfast and lunch. Perfect place to network and hold team meetings. This is a design for a sub brand we have created for @starbucks . Many people and many professionals need a place to hold interviews or meetings and are always struggling to find a place to work. This business allows just that. Bookings and instant coffee available at your closest Starbucks Cafe.

Logo design- The logo: it had to be classy and professional where it relates to the business itself. We started off by disassembling the current Starbucks logo and taking parts of it for the new sub brand. The first stage we worked on was how we could create and add the design of a collar from a white shirt into the logo and noticed that it was possible with the crown of the figure in the current Starbucks logo. Flipping the crown vertically had similar features to a collar which we alter to make it fit the design. The ribbons at the side of the Starbucks logo also played another part in our design. We flipped that vertically as well and this gave it that premium affect. After created the collar and the ribbons. The next touch was adding a simple diamond design for a tie. The final part of this logo was the text placement for the brand name. Knowing that Starbucks is a massive worldwide brand we knew that keeping the Starbucks name on the logo as the current logo would make the sub brand much more trust worthy and recognisable. A separate section for white collar was the final decision.

The typography- Our primary font type is ‘Santana-Black’ just like Starbucks but we included an additional secondary font type which is ‘Futura’. Because of its remarkable geometric shape, enormous displays, corporate plans, books, and logos have utilised this font style frequently. The font style is perfect for small content. 

App design- An app was our main design as we believe it would very convenient for individuals to get on their phones and book a table with a few steps. Easy and simple app to help you book meetings easily. The user interface and the user experience was determined on how quick and easy can someone make a booking and sign up.

Colour scheme- The colour for this brand was originally green, however we understood that keeping it similar to the parent brand, would lose the visibility we were seeking for ‘Connect’. 

Logo colour- Teal was our second pick as the theme but it still felt too similar to Starbucks. After trying multiple colours, we decided to stick with the sort of maroon tone where it kept to its own area and fit perfectly with a coffee brand.

Coffee cup mockup- The plastic coffee cup shows how it would look and feel when customers choose to get a takeaway or prefer this then the normal coffee cups.