The new Starbucks brand, announced earlier this year, is the latest attempt to rebrand a struggling U.S. coffee giant that has struggled in recent years.
The new name is a nod to the company’s iconic blue and white packaging and a nod that Starbucks’ global business is expanding and shifting from coffee to other beverages.
Starbucks will continue to use its iconic coffee logo on packaging and other products, including its espresso drinks, as well as on its coffee cups and teas.
“We think the new Starbucks branding will be something that resonates across our coffee, our tea, our beverage lines, our restaurants, our stores,” said Rob Stein, chief marketing officer for Starbucks, in a recent conference call with investors.
In the past few months, Starbucks has been embroiled in a political controversy that has cast its brand in a negative light.
Its new coffee-related ad campaign, which includes an anti-government anthem that promotes a libertarian worldview, has been criticized for being insensitive to some conservatives.
And Starbucks has recently been forced to withdraw from a partnership with the nonprofit organization World Vision, after critics claimed the partnership would encourage discrimination.
As the chain’s brand continues to shift, it has also become increasingly reliant on outside investors to bolster its finances, and it is still working through the fallout of a government shutdown.
The U.K.-based investment firm Apollo Global Management has also been involved in several high-profile corporate restructuring deals with Starbucks, including a $1 billion deal in July for the company to buy a majority stake in its Seattle headquarters.