The Starbucks Equipment team creates the proprietary equipment and tools that help your favorite barista create your perfect cup—every time. But they couldn't cohesively talk about themselves internally, to customers, or the industrial design community.

We created their sub-brand identity and guidelines based on the iterative nature of their unique design process, giving them a strategic and holistic voice, messaging framework, creative expression and identity within the larger Starbucks brand that they could use for their product launches, internal and external communications, and industry publications.

The new SBX EQP team reaped the rewards (and awards) with this work when we helped them launch their revolutionary single cup brewer, Clover Vertica™