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 2

Register to view the full article

Register to view this article

Already a member? .

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.