STARBUCKS RESERVE

Starbucks is a word familiar to billions of people around the world, so how to expand the brand’s associations in a new name for its latest innovation: the bar at Starbucks? When the coffee company posed this challenge to playworkgroup, we responded with a comprehensive naming ideation project that resulted in the winner: ARRIVIAMO, a welcoming word that invites customers into a new world of inspired cocktails and coffee creations.

• NAMING STRATEGY

• COMPETITIVE ANALYSIS