Daring to be bold, Universal brought brand-weaving to the distinct and ubiquitous Starbucks brand to bring characteristics of their cafe right into the grocery aisle and present their coffees in a ready-to-drink form to shoppers. This in-aisle destination brought the look and feel of a Starbucks cafe into the store through atypical materials for the aisle and quality craftsmanship so the shopper can immediately associate it with a Starbucks cafe.