"As the literal touchpoints between the consumer and the company, "they are the biggest signals we have of warmth, comfort, and generosity," says Dawn Clark, SVP of global concepts and design at Starbucks, referring to the new cup and chair as essential elements in Niccol's mission to restore the brand's core identity and customer experience."
"The new Starbucks cup is not just one cup, but five different glazed ceramic options-each offered to customers who stay to enjoy their coffee. Built to accommodate drinks ranging from a single shot of espresso to a venti latte, the cups come in white (inspired by their takeaway cup, with a hand-painted green siren and rim), and green (where the siren is embossed)."
"Clark says the cup design took inspiration from a blend of Italy's espresso culture and Starbucks's own mercantile and coffee trading history. The result lands somewhere between European sensibility and American utility. After concepting different designs, they came up with four frontrunners which they 3D printed and shared with various stakeholders across the company."
Since 2024, Starbucks CEO Brian Niccol has implemented comprehensive changes to revitalize the coffee chain, including new store designs, employee training, uniforms, menu items, and staffing that have reversed a two-year sales slump. As part of this strategic transformation, Niccol specifically requested two new products: an iconic ceramic cup and a plush chair. These items serve as direct touchpoints between consumers and the company, representing signals of warmth, comfort, and generosity. The new ceramic cup comes in five glazed options available to customers who stay in-store, accommodating all drink sizes from espresso to venti lattes. The cup design blends Italian espresso culture with Starbucks's coffee trading heritage, combining European sensibility with American utility. The design process involved 3D printing prototypes and gathering feedback from executives and baristas before finalizing the ceramic versions.
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