Caribou Coffee introduces new branding

March 1, 2010
/ Print / Reprints /
/ 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.



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)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.


Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

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.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive


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 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!


facebook40 twitter    youtubelinkedgoogle+ icon 40px