A Whale of an Idea

When the founders of Starbucks launched out in 1971, they had a clear objective of the brand name they wanted. Founded in Seattle, Washington, they wanted a name that would convey a sense of adventure, yet would have a connection with the American Northwest, and link with the seafaring tradition of the early-day coffee traders. Coffee, after all was their main product. One of the co-founders was a writer, and clearly one who was widely read. He was sufficiently influenced by nineteenth century writer author, Herman Melville, who amongst other things also enjoyed a stint as a sailor. Melville’s arguably best piece of work was the classic seafaring novel Moby Dick. The titular antagonist character is a huge sperm whale, that the captain of the whaling ship, Pequod, is determined to extract vengeance on. And so the co-founder-writer suggested Pequod as the new brand name. But that didn’t quite fit with a coffee product. Who would want to ever ask for a cup of ‘Pee-kwod’! Rather revolting, in fact! It was the artist-designer the founders were working with who, having also read the novel, suggested Starbuck – who was the chief mate on the Pequod. And so, Starbucks it was!