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Article | September 30, 2001
Whether it’s coffee or ice cream, Seattle-based Starbucks continuously works to strengthen its brand identity. Facing fierce competition for premium freezer case space, Starbucks turned to Enterprise IG (San Francisco, CA) to create an exciting new look that would stand out from the competition and also provide a more unified brand identity.
Designers at Enterprise IG utilized the distinctive Starbucks logo as the central focus of the package while also using design elements to communicate specific product attributes. The logo was enlarged and highlighted by a light cream-colored background. “Our strategic understanding of the problems involved with horizontal brand extensions gave us the tools to balance the brand strength of Starbucks with the visual qualities necessary to compete effectively in the super-premuim ice cream category” a consultant at Enterprise IG says. At press time printing specifications and distribution information were unknown.
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