Colle+McVoy orchestrated an extensive brand makeover for the nation's second-largest coffee retailer, Caribou Coffee®, in March 2010. The 17-year-old brand underwent the makeover, which will roll out during 2010 and into early 2011, as part of the company's strategy to enhance its brand position and create new opportunities to engage customers.
“The evolution of the Caribou Coffee identity will provide more people with more reasons to feel deeply connected to the brand” said Christine Fruechte, president & CEO, Colle+McVoy. “Whether you're a customer or an employee, Caribou will be symbolic of living life to its fullest and that's rich territory for a brand like this to own."
The new brand look includes a new logo, color palette and design elements that bring fresh energy and broader context to the existing tagline: Life is short. Stay awake for it.® Previously the tagline focused on the benefits of caffeine, but Caribou has now shifted the element from a declarative statement to an opportunity for customer engagement on a more personal level; “stay awake” has grown to signify a “seize the day” attitude.
The new look was introduced via in-store elements such as napkins, cups, drink carriers, canteens and signage on March 1. A redesigned Web site and extensive out-of-home campaign launched April 1.
