Artisan Roast is responding to the imminent arrival of new competition on Leith Street with an alternative strategy: positive visualisation.
This design currently features on their Broughton Street A-board.
If the tactic works, we should expect a giant octopus to appear by the end of the month.
Interestingly, the Starbucks chain is no stranger to monsters of the deep. It took its name from the first mate in Hermann Melville's 1851 novel Moby Dick, having earlier rejected the name of Captain Ahab's ship Pequod.
Starbuck eventually drowned.