Caribou Coffee Design & Branding CARIBOU BRAND IDENTITY 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
Copywriter Brian Ritchie, Eric Husband, Lisa Lucas, Jenny Kirmis, Steve Kaplan
Released February 2010

Credits & Description

Category: Large Scale Corporate Identity Schemes
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)
Group Creative Director: Eric Husband (Colle/Mcvoy)
Design Director: Ed Bennett (Colle/Mcvoy)
Designer/Illustrator: Lindsey Aho (Colle/Mcvoy)
Designer/Illustrator: Anna Giocomini (Colle/Mcvoy)
Designer/Illustrator: Ed Bennett (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)
Media placement: Primary Logo - In Store - March 1, 2010
Media placement: Napkin - In Store - March 1, 2010
Media placement: Secondary Logo - In Store - March 1, 2010
Media placement: Brand Book - In Store - March 1, 2010
Media placement: In Store Poster - In Store - March 1, 2010
Media placement: Cups - In Store - March 1, 2010

Describe the challenges and key objectives
The biggest challenge was how we could present the familiar in an unfamiliar way. While the effort called for more than a slight tweak, we also didn’t want to alienate a legion of loyal customers with a shiny new look that felt off-brand. Our key objectives were to rearticulate the Caribou story with a refreshed look and transform their current tagline from a purely caffeinated statement to a “seize the day” message that better reflected the brand.

Describe the brief from the client
Caribou Coffee, the second-largest coffee chain in the United States, wanted to refresh their brand identity without completely stepping away from some of their equities—namely the caribou and their tagline, “Life is short. Stay awake for it.”

Describe how you arrived at the final design
We didn’t want to lose the important features of the previous logo. So the new mark still includes a leaping caribou that, upon closer look, reveals the shape of a coffee bean. The shield element has been updated to give a nod to the Caribou founders’ hike in Alaska’s Denali National Park—where they were inspired to start the company. We also brought new meaning to their tagline with “Bou-isms"— handwritten expressions representing what's important to the company. Each cup contains a set of expressions focusing on things to stay awake for, from “Max out your passport” to “Build communities, not empires.”

Give some indication of how successful the outcome was in the market
The new identity has been embraced by both employees and customers. The rebrand garnered a spotlight article in Fast Company magazine and has been the discussion topic on thousands of blogs. And traffic to stores saw a 20 percent spike in the first week of the relaunch.