Starbucks Rewards China is the way Starbucks connects with its customers in the Chinese market. Celebrating their most loyal customers and giving new customers something to get excited about.

The challenge was to find the perfect balance between Starbucks’ core visuals with this new ‘sub-brand’. It had to look like Starbucks but with a twist.The design language is simple and minimal, but with a touch of joy.

The logo combines the English word-mark with a star and custom Chinese characters.

The Chinese characters have a balance between simplicity and warm. With consistent straight strokes and some rounded edges.

The stars and the mascot are the key elements of this identity. The idea was to give them a way of interaction, making it playful and flexible.

As a Starbucks’ member you’ll collect Stars on everything you buy and those Stars add up to rewards.

The mascot is called Starman, and its an abstract representation of all the members and a way to connect with the stars.

We worked how all these elements works together, in different situations, sizes, online and offline, etc.