Brand Strategy | Graphic Design | Product Development

Starbucks, ICSC Reserve® Café Brochure

New York, NY

Repositioning Starbucks as a design leader was also a real estate industry effort. Competition for coveted sites of all types has increased in recent years, and using the Reserve cafés to show top landlords the start of a wider commitment to better Starbucks design and build-outs became a priority at ICSC, the Las Vegas trade show hosted by the International Council of Shopping Centers.

Mr. Mitchem was asked to lead the design and development of the awareness piece below to help real estate teams and cross-functional company leaders better tell Starbucks’ unfolding design story.

Credits: Concepts Director Scott Mitchem; Graphic Designer Sebastian Perez; above design by Cal Young, Dallas

ICSC Reserve Café Brochure