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"A Visual Cup O' Joe"
How does a lone Coffee store in Seattle's busy Pike Place market become North America's
leading retail coffee purveyor? Starbucks created an ambiance and style that infused new chic
into this age-old beverage, making it the hip drink of the 90's.
Underscoring Starbucks' phenomenal success is its constant vigilance over retail design and
packaging. The story of Starbucks may be less about coffee than about quality design and how the
latter can play a decisive role in a company's identity and success.
Another example of the importance of corporate identity is Bon Appetit Bakery. In the past few
years, Bon Appetit pastries have become the chic snack food of the century.
Here is an identity program Dello & Associates created for them. By creating a standard style for
all their labels, Bon Appetit has become the most recognized name in pre-packaged pastry. |
