The Starbucks Reserve® and Princi concepts (Siren Retail) are highly immersive expressions of the Starbucks Brand. Siren Retail places emphasis on delivering a sophisticated retail, cafe and lifestyle experience to both employees and customers. Published six times annually, the Promotional Guide is an internal kit of tools are used to plan, train and explain whole-bean coffee, merchandise, food and beverage offerings for each promotional period.
Leader Guide provides all details needed to prepare business and store teams for the upcoming launch. Tools like Beverage Recipe Cards, Coffee Fact Sheets and Product Fact sheets support training, while storytelling in the Promotional Overview breaks down new offerings in an engaging and digestible way, ensuring the users have the information they need to provide customers with a great experience.
Simple, organized layouts ensure employees find the information they need. Visual elements from the main Starbucks promotional period are subtly integrated in, keeping employees connected to the overall brand.
Example of a promotional overview, a printed and digital training tool, that gives employees all the information they need to launch a new set of beverages, whole-bean coffee, merchandise and food.
Examples of Beverage Recipe Cards, pocket guide-sized training tools used to teach baristas how to make beverages.
Photography Connor Surdi