Starbucks Typography - a new hope

A dream. 

For most of my career, Starbucks has been central. For most of that time, I focused on digital marketing and products and was forced to use some version of a web proxy to Avenir or Sentinel. I dreamed of a custom typography solution that was human, that was refined, that had a quirk or two, that for god's sake would work everywhere!

Riley Cran helped me realize that dream. For more than a year, Riley and I concepted a new solution that brings Starbucks into the new decade. Through tight collaboration, Riley conceived a masterful typographic gem called SoDo, a sans serif family of letters that speaks the Starbucks language across all Latin tongues. I sold the solution and worked across the company to implement it. From the Starbucks app to coffee packaging, SoDo has become the base font used across all consumer facing channels and even saw a little love in the holiday cups. 

SoDo was so successful that we went on to collaborate on a new serif face. Lander was born out of desire to replace Sentinel as the core serif face and harken back to the company's humble 1970s origins. Lander nods to the old photo lettering world and refines that tradition for its rightful place in the corporate environment.