Starbucks Visual Essay - Glocalization

Art Direction, Graphic Design, Pattern Design

This project is a conceptual essay on how a brand could be adapted for a very specific location - looking more "local". In this case, Starbucks localized in a small area of the coast of the state of Rio de Janeiro, Brazil. In order to make the brand appear more "local", elements of the place's history were pulled into the brand, mainly the pattern based on the Portuguese tiles. Local customs would also find its way inside the regular operations, such as the small cups of coffee and enamel mugs.

Pattern inspired on Portuguese tile very common in historic buildings that exists in the area that the project would be developed.
Developing the pattern
This project is a conceptual essay on how a brand could be adapted for a very specific location - looking more "local". In this case, Starbucks localized in a small area of the coast of the state of Rio de Janeiro, Brazil.
In order to make the brand appear more "local", elements of the place's history were pulled into the brand, mainly the pattern based on the Portuguese tiles. Local customs would also find its 
way inside the regular operations, such as the small cups of coffee and enamel mugs.
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