Caribou Coffee drinkers appreciate the optimism of the brand. We relaunched the brand based on the founder’s original tagline – Life is short. Stay awake for it.® – and expanded the meaning from a purely caffeinated message to a seize-the-day mantra.
Design, Advertising, Brand Experience
The work encourages fans to think of their coffee as more than just a daily routine. Instead, we want them to think of it as a personal experience that fuels their day and their passions.
stock price increased from just over $1.00 to over $18.00 while the company was still publicly held