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
  • Print
  • Experiential
  • Packaging
  • Creative Campaign

From there, a new logo and brand redesign helped Caribou leap boldly into the future.

CM Caribou 2
CM Caribou 4

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.

CM Caribou 3

And the brand’s playfulness extended to imaginative and interactive out-of-home.

CM Caribou 8
Heated bus shelters launched new breakfast sandwiches — complete with real heaters, working clocks and warm, happy commuters.
CM Caribou 9

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