CARIBOU CUPS by Colle + Mcvoy for Caribou Coffee

CARIBOU CUPS

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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, Jenny Mak, Lisa English, Steve Kaplan
Released February 2010

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: CARIBOU COFFEE
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)
Designer/Illustrator: Ed Bennett (Colle/Mcvoy)
Copywriter: Eric Husband (Colle/Mcvoy)
Copywriter: Brian Ritchie (Colle/Mcvoy)
Copywriter: Steve Kaplan (Colle/Mcvoy)
Copywriter: Jenny (Kirmis)
Copywriter: Lisa (Lucas)
Media placement: Cups - In Store - March 1, 2010

Describe the challenges and key objectives
To set Caribou Coffee apart from some of their more-corporate competitors, we wanted to redesign their most common consumer touch point, the coffee cup. One of the key objectives was to transform their current tagline from a purely caffeinated statement to a “seize the day” message, and bring it to life on the cup.

Describe the brief from the client
Caribou Coffee, the second-largest coffee chain in the United States, wanted to better communicate the soul of their brand through their tagline “Life is short. Stay awake for it.”

Describe how you arrived at the final design
In addition to redesigning the logo, we brought new meaning to their tagline with “Bou-isms”—handwritten expressions that represent what is important to the company, its staff and its customers. Each cup contains a different set of expressions that focus 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 cup has become the icon of the entire Caribou Coffee rebranding effort. From a spotlight article in Fast Company magazine to being the discussion topic on thousands of blogs, the cup has been very well received.