For Here Serve Ware Program
Misaine Inc. for Starbucks
With eco-friendliness in mind Starbucks provides a ‘for here’ ceramic mug option when purchasing a drink. The mug that this drink comes in is a literally a vessel by which the brand conveys its identity and its product.
The design of this mug differs from other mugs due to a need for resilience to withstand the store setting. In addition to an increase in wear and tear, the industrial dishwashers used in commercial shops are stronger than the dishwashers in the home. A normal decal, the most common branding on a mug, would not withstand the strength of the washer. With that in mind, we used an embossed logo, which adds a haptic quality, as well as addresses the needs of the store setting.
The For Here family, though tested before, was officially launched in spring of 2010 with the launch of Starbucks’ new branding.