Just as I’m sipping my morning coffee (I’ll stipulate that it’s from my neighborhood roaster) comes word that two fantastic sessions have been added to the Dieline Package Design Conference, part of HOW Design Live in Chicago. Design managers from Starbucks and Seattle’s Best Coffee will each be giving presentations. You’ll get the inside story on the evolution of two monster brands, and learn how packaging plays a central role in how those brands are communicated and embraced.
Freeing the Siren: A Look at the Starbucks Brand Evolution
June 23, 2011, 11:30 a.m. to noon
Presented by Mike Peck, Starbucks Senior Design Manager
You’ve read about and seen the new iteration of the Starbucks brand mark, so you can imagine that there’s quite a story behind actually removing the words Starbucks and Coffee from the logo. Peck will walk you through the evolution of the brand from the first strategic conversations to the final packaging applications. Although not an entirely “new” logo, it is a large leap into the future for the growing and increasingly globally-focused coffee company. Peck recently led the redesign of the Starbucks brand and its core packaging program, and he also develops packaging for the Tazo tea brand.
Designing Courage—The Inside Story of an Unexpected Partnership
June 24, 2011 8:00 to 8:50 a.m.
Presented by Michelle Gass, Seattle’s Best Coffee, and Steve Cullen, Creature
The presenters will take you behind the scenes of one of the biggest brand reinventions of 2010, giving you perspective from both the client and agency on courage and risk-taking. They’ll talk about how putting design at the center of Seattle’s Best brand strategy had unexpected results. Gass is president of the coffee company and is responsible for its global brand strategy, growth and business development. Cullen led the Creature team in collaborating on the Seattle’s Best rebranding; his client experience includes work for Burton, Timberland, Callaway Golf and Kangol.
These two new sessions join an impressive lineup for the new Dieline Package Design Conference that includes Moira Cullen of Hershey’s, both Turner AND Duckworth of noted packaging firm (and multi-HOW-award-winners) Turner Duckworth, Louise Fili (she of the gorgeous Italian-inspired packaging for gourmet food brands) and Michael Osborne (whose fabulous packaging work is on display at TheDieline.com). See the full program for the Dieline Package Design Conference, which runs June 22–24 in Chicago.