The PSFK team get the inside gulp on the Starbuck's brand's new approach.

PSFK was invited to Starbucks headquarters recently to be part of a discussion about the future of the veritable Washington State brand Seattle's Best Coffee. We were shown the first store in Pike Market when the brews by the original owners of the brand were awarded the title of Seattle's Best coffee. The owners took the title and used it as their new company name.

Over the years with the growth of coffee brands and also ownership by big-brother Starbucks, there have been questions about the direction the company should take. After review the new design and brand teams decided, we think wisely, to eschew current obvious trends and avoided the mountain-to-cup storyline and went for a strategy of a great cup of coffee everywhere every time.

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