brief

Goal: Sub-brand development and identity design of an existing brand.

STARLINE is a conceptual sub-brand of the existing beverage brand STARBUCKS. It aims to provide a smooth, friendly, comfortable and convenient air transportation experience.

Project Type: self-initiated

Project Deliverable

Logo
Type System
Applications
Merchandise

Design Skills

Visual Identity
Web Design

Keyword

Smooth

Friendly

All-in-one

Relaxed

challenge

Must be a new concept differentiated from the parent brand.

Must be recognized as a sub-brand of the parent brand.

Must be able to distinguish it from competing brands.

Solution

.   Avoid graphic configurations that are identical to the parent brand.

.   Add a new color to the existing color palette.

.   Use a typeface which shares the same characteristic as the one in the parent brand

.    Include the existing color palette.

.    Friendly identity design not often found in competing brands.

.    Use vivacious graphics to match the casual atmosphere.

Logo Approach

The logo and identity design were inspired by airplane runway. The three lines at the bottom of the logo represent the marks left by the plane on the ground, and the two lines at the top represent the flight path.

Type System

HEADLINE

Arial
Black

BODY

Roboto
Regular

Color System

familiarity and difference

Meanwhile, by applying the same graphic to the exterior and interior design of aircraft, goods and other related applications, it aims to give freshness to the identity of this sub-brand. On the other hand, the color palette and illustration style share a similar look with the parent brand.