Caribou perks up brand

Caribou perks up brand

For Caribou Coffee, taking the long view in its current rebranding efforts meant embracing its original seize-the-day slogan, “Life is short. Stay awake for it.”

The Minneapolis-based coffeehouse chain updated its logo, packaging and signage to shift its emphasis from merely “staying awake” to being a brand central to an engaged lifestyle, said senior vice president of marketing Alfredo Martel.

Starting with the introduction of several premium menu items in the fourth quarter of

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