With contracts in place with AMC Theaters (beginning in July), Burger King (beginning in September), and Subway (currently serving), Seattle's Best is now poised as Starbucks' mainstream/value brand with plans to increase distribution with more value-oriented locations such as conveniences stores, vending machines, and fast food eateries as well as bookstores, and common carriers (airlines, cruise lines, and the like).
The new look is meant to be simpler and incorporates universal coffee symbols with the cup and the drop. If you ask me, it looks a bit generic but that might be what they're going for. It reminds me a bit of the look of Target's generic store branding for some household items.
I'm a bit curious to see if Seattle's Best ends up cannibalizing some of Starbucks' market share. Compare to the old look below.
