Starbucks also loves "frigidity" and launched seven minimalist posters.

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Starbucks recently showed a different "painting style" in a poster. The iconic mermaid disappeared, leaving only a green dot. Created by advertising agency RÁI, the dot became a symbol of people's daily lives.

For example, charts appear in various documents in the workplace, red dots on communication software, and traffic lights on the road.

Starbucks wants to express the concept that Starbucks coffee can appear in every scene of your life through this set of posters. For example, when the red light turns green, you can cross the street; and the "to-go" takeaway culture is also a way of spending advocated by Starbucks. In 2015, Starbucks also experimented with opening a no-seat store in Manhattan, New York, which would act as a takeaway station to provide commuters with their daily caffeine needs.

"The challenge of this idea was how to present all the experiences Starbucks has to offer in the simplest way possible, with a Starbucks icon." "For example, people meet at Starbucks, date and work, and so on," says advertising agency RÁI.

To express the concept of "enjoying coffee together", RÁI uses the concept of color change. They put blue and yellow dots together and eventually turned it into Starbucks 'signature green. The dots became the primary visual element, with no other superfluous content.

Such minimalist creations are in fact not uncommon in the field of design and even coffee. Boutique coffee brand Blue Bottle is known for its minimalist style, from store design to brand branding, which is often referred to on Social networks as the "Apple of coffee." Starbucks is not immune to these trends.

Making mermaids disappear from the Logo and adopting bolder abstract visual elements is not the first time for Starbucks. In the spring of 2017, Starbucks launched autumn paper cups in the US market. This series of cups uses different colors as the base, and then white dots represent Starbucks 'original logo. Let people see that this is a Starbucks product, but also with a strong Nordic minimalist style. On Instagram, there was even a contest to doodle on the paper cup.

Starbucks 'attempt at minimalism is the right one if you want to venture into the high-end boutiques. Although no one knows how long this aesthetic trend will last, at least for now, it does have a large crowd.