In order to commemorate the new Seattle’s Best Coffee identity and positioning, Starbucks decided to update its outdoor displays on the roof of its central building in Seattle by wrapping the green mermaid ‘face’ with a red new logo.

This ‘shifting’ operation was conducted by 2 teams of Seattle-based agency Creature and the Zeno Group – they did it on May 12 – exactly at the same time as Starbucks released the announcement on the SBC redesign on its official website, where you can get more info at this point.