Discovery Series

Annouced on April 09, 2024, Starbucks launched the Discovery Series, a new collection of merchandise that tells stories of each location through its iconic landmarks, unique food, local activities and people. Every piece is designed to match the vibe and energy of a city. 

The collection is launching in more than 20 U.S. cities, states and locations to start, and expanding to more locations across the U.S and Canada and around the world over the next few years. 

Some fun facts about this series:

• The Discovery Series uses colorful overlapping icons to create a living narrative of each location. 
• The iconic brand reference centers each design and serves as a backdrop to the location name rendered with a hand-drawn typeface. 
• The team tested a variety of illustration styles with customers, and settled on solid, color-blocked and layered shapes that make up the silhouette of each icon. With imperfect angles and tiny details, the artist’s hand is apparent. 
• The collection features hyperreal and fantastical colors with thoughtful combinations that imbue a bold and joyful spirit. 
• Icons are sized in proportion to one another in a way that feels supernatural and wondrous. 
• The Discovery Series is the first in the global collection to feature people – each design includes a dynamic human element engaged in a local activity. 
• Each design features not only iconic landmarks, but hyperlocal details unique to each location – a little wink for those who call the city home.  
• Interactions between icons create an opportunity for clever narratives, like a sea lion rushing to catch a San Francisco streetcar. 
• Stackability was one of the things customers loved about the Been There Series ceramic mugs for displaying their collections, so designers kept the dimensions of the Discovery Series mugs unchanged. 
• While the 14-ounce ceramic mug will be featured in all participating stores, select locations will offer additional pieces, including: a 24-ounce cold cup, a 16-ounce stainless steel tumbler, and – for the first time – a packable travel tote. Licensed stores (located in grocery stores, airports, retailers and hospitals) may also carry an exclusive 2-ounce demitasse ornament.  
• A Starbucks to-go cup is hidden within each design. 

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