Caribou Coffee introduces new branding

March 1, 2010
/ Print / Reprints /
ShareMore
/ Text Size+


Minneapolis-based Caribou Coffee, unveiled its new coffee-centric logo Monday. The new imagery is part of the company’s strategy to enhance its brand position and create new opportunities to engage consumers, it said.

The new look features a coffee bean at the heart of the signature caribou and ‘C’ shaped antlers. The animal is leaping to the right, which signifies the company’s vision and movement toward the future, it said. The logo will be featured on cups, napkins, drink carriers, canteens and signage beginning this month. Caribou Coffee also introduced a new tagline: “Life is short. Stay awake for it.” The tagline hopes to inspire consumers to seize the day, the company said.

“As we explored new versions of the central elements of the brand, we made sure to stay true to the heart of our company and the vision in which it was founded,” said Alfredo Martel, senior vice president of marketing, in a statement. “We are a brand that embraces living life to the fullest, regardless of what it is that you are passionate about.”

The company has been elevating aspects of the brand experience since Mike Tattersfield took over as chief executive officer in August 2008, it said. This week, Caribou Coffee launched new Tea Latte Fusions. Available in Caramel Earl Grey, Black Thai, Cinnamon Rooibos and Pomegranate Vanilla Oolong, the lattes combine brewed whole leaf-tea with steamed milk. Last fall, Caribou Coffee unveiled a menu of reformulated chocolate beverages made with all-natural gourmet chocolate from Guittard Chocolate Co., San Francisco.

“Our brand relaunch runs much deeper than the new logo design; it really signifies the evolution of our company,” Tatterfield said, in a statement. “We are passionate about and committed to creating the best cup of coffee possible and an experience that extends beyond our products. We are working to ensure that all aspects of the customer experience are at the same premium level of quality as our coffee.”

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI January 2015 cover

2015 January

The January 2015 Beverage Industry includes a cover story on our bottler of the year, Pepsi-Cola Bottling Co. of Luverne, as well as articles about juice drinks, the 2015 New Product Development Outlook, and more. Check it out today!

Table Of Contents Subscribe

Flavors

What anticipated top-selling flavor do you think will be the most successful in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!