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"Almost every woman thinks about changing things up a bit," said Eric Husband, group creative director, Colle+McVoy. "We wanted to add a fun twist to the outcome—you’re not just changing the color of your hair, you’re changing the color of your life."

"Hair color is such a social topic. Women often tear out beauty inspirations from magazines and share them with friends," said Rachel Ostrum, global marketing director, brand programs, Aveda. "In the same way, we wanted to create a fun, shareable experience ripe for social networking and help our clients understand the distinct advantages of Aveda hair color services."

Visitors to the site can also share their Color Karma on Facebook, enter to win an Austrian spa getaway and receive a $20 gift certificate for their first hair color service at an Aveda salon.

Beginning on March 1, the new look will be introduced via in-store elements such as napkins, cups, drink carriers, canteens and signage. A redesigned Web site and extensive out-of-home campaign launch April 1.

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.

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," said Martel. "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.

“The Lottery launches nearly fifty scratch games a year, so players are used to seeing new product,” said Dave Keepper, group creative director, Colle+McVoy. “The goal was to signal that this one is different, something people have never seen before.”

“The lottery brand is about fun, but we wanted to make the fun bigger this time around since the Game Books offer page after page of your favorite scratch games,” said John Mellein, director for marketing, Minnesota State Lottery.

This is the latest campaign in an extensive line-up of acclaimed and award-winning work that Colle+McVoy has created during its five-year relationship with the Lottery. The agency’s work has helped the Lottery achieve five consecutive years of sales growth and record contributions to the state of Minnesota.

Each new Minnesota State Lottery $20 Game Book features six pages of full-size scratch tickets and the chance to win up to $300,000. The Puzzle Book features six tickets with eight favorite games like Crossword and Bingo and the Casino Game Book offers six tickets with 11 favorite casino games.

Since 2007, Colle+McVoy’s interactive billings have doubled, and they now account for more than 40 percent of the agency’s work. In the past year, the agency became digital agency of record for Land O’Lakes Dairy Foods and has been awarded new interactive assignments from Yahoo!, Discovery Communications, Aveda and Kiehl’s.

“A large part of our success is the result of a very collaborative and integrated approach to strategic planning and creative development,” says Mike Caguin, executive creative director, Colle+McVoy. “Consumer insights drive the creation of the user experience, and development is involved at the beginning of the process, not at the end of the production line.”

Recent recognition for the agency’s digital work includes a 2009 Webby Award for the pop culture phenomenon YearbookYourself.com, which generated increased mall visits for client Taubman Centers. More than 25 million people worldwide, including celebrities Lance Armstrong, Jimmy Fallon and Paul Reubens, have “yearbooked” themselves. The agency’s work has also been recognized by the Cannes Cyber Lions and One Show Interactive.

In recent months, Colle+McVoy has paved new ground with digital innovation, including 3-D technology; augmented reality; and the development of Squawq, a Twitter analytics Web tool designed to track, aggregate and artfully report information about brands, trends or topics. The agency recently received significant attention for its unique use of Squawq to track and measure brand impact and advertising effectiveness during the Super Bowl.