Jade Purple Brown Reimagines Starbucks’ Iconic Siren for Its Empire State Building Location

By Chris Olsen

Jade Purple Brown is a New York City-based artist known for her use of bold images, colors and messaging. Her talents as an illustrator, designer and creative director have attracted a wide range of global clients from Apple to Zappos. Most recently, Jade collaborated with Starbucks to reimagine the iconic siren that represents the brand.

According to Starbucks, “The siren is like a super mermaid. A mermaid with one tail is just a plain ol’ mermaid. (Sorry, Ariel.) But a siren is often depicted with two tails.” The first iteration of its logo was created when the company was founded in 1971 and originally connected to Starbucks’ proximity to Seattle and Puget Sound. The siren has evolved over the years and now stands for “being good citizens of the planet and taking care of each other.”

Influenced by her commitment to empowerment and individuality, Jade put her own unique spin on the siren for the Starbucks Reserve Empire State Building store, which recently opened in New York City. Jade’s version features the strong graphics and bright colors she’s known for—shades of pink, orange and blue.

“Through my vision of vibrancy and freedom, the 3D installation welcomes visitors at the entrance and showcases the Siren’s bravery, strength and optimism,” Jade said.

Jade’s siren is also featured on Starbucks merchandise.  “Our partnership also includes a capsule collection that will be exclusively available at the location!” she said. “I thoughtfully designed a cozy hoodie, insulated mug, knit throw blanket, holiday ornament, 100 percent silk scarf, and limited edition signed prints.”

To learn more about Jade Purple Brown, visit JadePurpleBrown.com.

To learn more about the Starbucks Reserve Empire State Building store, visit StarbucksReserve.com

Photo credit: Jade Purple Brown and Starbucks

About the Author

Chris Olsen is a broadcast media veteran turned communications consultant, educator and the author of “Whyography: Building a Brand Fueled by Purpose.” The founder of Publish Her and Publish Her Story, Chris has helped thousands of women tell their stories and publish their books.

About Publish Her

Publish Her is a female-founded independent publisher dedicated to elevating the words, writing and stories of women. We are passionate about amplifying the voices of women of color, women with disabilities and members of the LGBTQ+ community. We aim to make publishing an attainable, exciting and collaborative process for all.