Elevating the nation’s second-largest coffeehouse to a lifestyle brand by inspiring coffee-lovers to seize the day.
Life is short. Stay awake for it.
Reinvigorating the Caribou Coffee brand meant going back to the founder’s favorite saying and transforming it from a purely caffeinated tagline to a life-affirming mantra.
- Branding & Identity
- Out of Home
- Experiential
- Packaging
- Creative Campaign
From there, a new logo and brand redesign helped Caribou leap boldly into the future.
Caribou’s adventurous spirit came to life at every brand experience with the help of fellow coffee-lovers who shared what they stay awake for.
And the brand’s playfulness extended to imaginative and interactive out-of-home.
Heated bus shelters launched new breakfast sandwiches — complete with real heaters, working clocks and warm, happy commuters.
Coffee fans even helped craft an entirely new blend by sharing flavor inspiration on social. Its launch was larger than life, with a 5-story Pinterest wall experience in the Mall of America.
28+
Straight Quarters of Same-Store Sales Growth
1,700%
Stock Price Increase