people standing on a log

Caribou Coffee

Inspiring coffee lovers to seize the day

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
before logo
after logo
caribou cups

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.


The Results

stock price increased from just over $1.00 to over $18.00 while the company was still publicly held
23 Quarters
of same-store sales growth (in a row)
in sales after three years of declining sales
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