Caribou’s brand makeover

Caribou’s brand makeover

MINNEAPOLIS Caribou Coffee, the nation’s second-largest coffeehouse chain, unveiled Monday a brand makeover and a new line of tea-based lattes. The 17-year-old chain has updated its logo, signage, packaging and décor in a rebranding that carries the new tagline “Life is short. Stay awake for it.”

Caribou’s new look represents the most visible part of the company’s strategy to shift focus away from system expansion and toward growing sales by improving

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