We've worked on advertising, naming, retail merchandising, packaging, and special projects for Starbucks–directly and through other agencies–since 1978. This is one of our favorites. We were part of a team that was hired to develop a concept for creating the ultimate Italian-style coffee house. Our original assignment was to make the final presentation in PowerPoint. But we decided that a much better way to sell the idea was to present it as a tabloid newspaper, just like the ones that Italians love to peruse as they sip espresso in their favorite neighborhood coffee houses.