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
- 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.
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.
Straight Quarters of Same-Store Sales Growth
Stock Price Increase