Starbucks
Tryer Center, Brand Development & Launch
Innovation is essential to Starbucks. And Tryer Center is the place where Starbucks innovations are born.
Starbucks engaged Touch to build the Tryer Center brand, and design applications across the physical environment, signage and wayfinding, as well as print and digital applications. We delivered a branded space, and accompanying launch plan, where the work of exploring, creating, and testing potential innovations happens.
Touch worked closely with a diverse team of Starbucks subject matter experts from across the company to create a space for human-centered exploration and design-thinking approaches to flourish.
Building on feedback from a series of in-depth workshops, we designed a visual identity that reflected the center’s ethos. We developed a manifesto that anchored the visitors to the space, and laid the foundation for our communications plan.
We developed the visual language and experience design plan, which was implemented across the 20,000-square-foot center adjacent to Starbucks Headquarters through color, signage, and creative ways to foster connection and showcase progress.
We also developed a suite of videos that concisely convey the Tryer method, articulating the center’s why, what, and how. These were a great launch asset but were intentionally created to additionally serve as evergreen onboarding tools for Starbucks partners. Over a few months, this project harnessed the full breadth of Touch’s offerings and reflect the benefits that engaging us from the start can provide.
1,000+ Projects
Developed Since Launch
100 Day Goal
From Idea to Action
The logo is an abstract and dynamic shape that still creates a distinct, defined space – a nod to the Tryer Center space and purpose itself.
These shape clusters are meant to add dynamism to the visual identity. The irregularity of the shapes both echoes the Tryer Center logo and references the organic, spontaneous nature of how ideas form. The grouping of similar shapes evokes the process of iteration and building on what has already been done.
The simplicity of the logo allows for a variety of personal interpretations, while also providing a solid foundation that can be activated or made dimensional in physical, real-world applications.
Building an experiential brand from the ground up
Starbucks engaged Touch to develop the visual language, experience design, and launch plan for its innovation hub.
Interdisciplinary Services Included:
