Caribou Coffee Leaps Toward the Future With a New Look
March 01 2010 - 7:50AM
Business Wire
Caribou Coffee® customers in all stores nationwide will notice a
new coffee-centric caribou on their cups as they reach for their
beverages today. As part of the company’s strategy to enhance its
brand position and create new opportunities to engage customers,
the 17-year-old brand has undergone a makeover that will roll out
during 2010 and into early 2011.
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.
“We saw an opportunity to better express who we are and what we
believe in as a company across all interactions with our
customers,” said Alfredo Martel, senior vice president of
marketing. “The new elements of our brand give us an opportunity to
do that and to ask our customers to explore and share what ‘staying
awake’ means in their lives.”
A New Approach to Growth
Since Caribou Coffee CEO Mike Tattersfield’s arrival in August
2008, Caribou has shifted focus away from expansion and toward
elevating all aspects of the brand experience to match its
world-class coffee. The company’s new strategy has resulted in the
most diverse and premium line of offerings since the company opened
its first store in 1992.
“Our brand relaunch runs much deeper than the new logo design;
it really signifies the evolution of our company. We are passionate
about and committed to creating the best cup of coffee possible and
an experience that extends beyond our products,” says Tattersfield.
“We are working to ensure that all aspects of the customer
experience are at the same premium level of quality as our
coffee.”
In November 2009, Caribou unveiled a menu of reformulated
chocolate beverages made with all-natural gourmet chocolate from
Guittard Chocolate Company of San Francisco. To boost its breakfast
platform, the retailer introduced handcrafted oatmeal to its menu
in January of this year and has been testing baked in-store pastry
items at 25 stores in its home market of Minneapolis.
Bringing the Brand to Life
Central to this new rebranding, the company’s logo has been
adapted to a simpler but playful representation of the brand’s key
identification. Most noticeably, the leaping caribou is now a
coffee–brown color and in the brand’s playful nature, is assembled
out of graphic elements, including a coffee bean at the heart of
the animal and “C” shaped antlers. The caribou also now leaps to
the right, signifying the company’s vision and movement toward the
future.
The shield element in the original logo has been updated to a
rich blue color with a new shape that echoes the shape of national
park system signage, a nod to the Caribou founders’ hike in
Alaska’s Denali National Park where they were inspired to begin the
company.
“As we explored new versions of the central elements of the
brand, we made sure to stay true to the heart of our company and
the vision in which it was founded. We are a brand that embraces
living life to the fullest, regardless of what it is that you are
passionate about,” says Martel. “In Caribou’s case, it’s passion to
deliver the highest quality coffee and the best customer
experience.”
Beginning on March 1, the new look will be introduced via
in-store elements such as napkins, cups, drink carriers, canteens
and signage.
About Caribou Coffee
Caribou Coffee (CBOU), founded in 1992, is the second-largest
company-owned gourmet coffeehouse operator in the world, based on
number of coffeehouses. At Caribou Coffee, our mission statement is
“an experience that makes the day better.” We provide this by
sourcing the highest-quality coffee in the world and craft roasting
it in small batches to bring out the best in every bean. We then
bring this extraordinary coffee to our customers via several
channels including grocery locations, online or our coffeehouses,
which provide a relaxing escape for our customers. Caribou Coffee
is committed to expanding our business by bringing this experience
to new customers through multiple means without compromising our
unwavering commitment to quality. Caribou Coffee is a proud
recipient of the Specialty Coffee Association of America (SCAAs)
2008 Roasters Choice Tasting Competition Gold Award. For more
information, visit www.cariboucoffee.com.
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