The sheer Starbucklessness of it all.

The rollout of the Starbucks Siren to various applications—from web branding (hmm) to coffee presentation (stunning success!) to products, like these bags of coffee—is an interesting look at how a visual ID performs in different contexts.

I think the idea falls apart a bit on this product. While no one’s going to mistake this for “Tribute” brand coffee, because obviously you’re buying it in the context of physically being in a Starbucks, I, uh, still mistook it for “Tribute” brand coffee.

It’s weird not to put your name on it when other text is going to appear “at the top”, where a logo might be expected to go. I don’t even think Mickey Mouse or Elvis could get away with this application sans confusion.