Starbucks
Starbucks is refocusing on the coffeehouse — and rebuilding how it shows up in culture. We worked with Ana Andjelic on the cultural strategy behind it.
[ THE PLAYS ]
The cultural program.
A framework for how Starbucks runs collaborations: anchored to seasonal cultural narratives and briefed against strategy and audience — co-owned across marketing, merch, retail, and comms instead of living as one-off merch drops.
The collaboration system.
Tiers, surfaces, audiences, and cadence — from hero drops to licensed basics, across menu, drinkware, apparel, and toys — so every partnership is a deliberate brand move with goals declared at brief and tracked to completion.
Fashion.
Built the case for Starbucks in fashion: where the brand has permission to play, and the merchandise strategy to do it credibly.