Caribou Coffee Design & Branding CARIBOU BRAND BOOK by Colle + Mcvoy

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market United States
Agency Colle + Mcvoy
Executive Creative Director Mike Caguin
Art Director Dustin Black, Derek Till
Copywriter Brian Ritchie, Eric Husband, Lisa Lucas, Jenny Kirmis, Steve Kaplan
Photographer Chris Peters, Terry Brennen
Released February 2010

Credits & Description

Category: Publications
Product/Service: COFFEE
Agency: COLLE + McVOY
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: COLLE + McVOY, Minneapolis, USA
Executive Creative Director: Mike Caguin (Colle/Mcvoy)
Design Director: Ed Bennett (Colle/Mcvoy)
Group Creative Director: Eric Husband (Colle/Mcvoy)
Designer/Illustrator: Lindsey Aho (Colle/Mcvoy)
Designer/Illustrator: Anna Giocomini (Colle/Mcvoy)
Art Director: Derek Till (Colle/Mcvoy)
Art Director: Dustin Black (Colle/Mcvoy)
Copywriter: Eric Husband (Colle/Mcvoy)
Copywriter: Brian Ritchie (Colle/Mcvoy)
Copywriter: Steve Kaplan (Colle/Mcvoy)
Copywriter: Jenny Kirmis (Colle/Mcvoy)
Copywriter: Lisa Lucas (Colle/Mcvoy)
Photographer: Chris Peters (Colle/Mcvoy)
Photographer: Terry Brennen (Colle/Mcvoy)
Media placement: Brand Book - Caribou Stores - March 1, 2010

Describe the challenges and key objectives
We wanted to create a vehicle for Caribou Coffee to inform, educate and entertain their audience with the many facets of their brand story—and to help differentiate them from their more-corporate competitors.

Describe the brief from the client
On March 1, 2010, Caribou Coffee, the second-largest coffee chain in the United States, launched its new identity and brand experience. To better exemplify and communicate who they are as a company, Caribou wanted to provided employees and customers with the story behind the change.

Describe how you arrived at the final design
The brand book embraced everything that was at the core of Caribou Coffee as a company. The book helped bring new meaning to their tagline (“Life is short. Stay awake for it.) with “Bou-isms”—handwritten expressions that represent what is important to the company. Visually driven spreads took advantage of a spontaneous style of photography to convey that the company, while very serious about coffee and sustainability, doesn’t take itself too seriously. And light hearted, optimistic copy throughout made the piece an easy, fun read.

Give some indication of how successful the outcome was in the market
As a part of the rebranding launch, the Caribou Coffee brand book was sent to the press to articulate the company’s story. The story garnered a spotlight article in Fast Company magazine and has been the discussion topic on thousands of blogs. Just as important, the brand book has been well received by employees of Caribou, including the original founders.