The coffee cups feature various graphics paired with phrases that metaphorically talk about life, and the napkins encourage customers to buy a drink for a friend or get creative.
Caribou Coffee sought to refocus and evolve its brand presence. The exploration led to a core insight that became a theme for the new campaign: “Life is more than coffee. That’s why there’s coffee.” The theme is an extension of Caribou’s longstanding tagline, “Life is short. Stay awake for it.” and demonstrates how Caribou and its fans view life.
Speaking about the new identity Caribou Coffee had this to say:
The campaign, created by Minneapolis agency Colle+McVoy, includes 15 and 30 second television spots, radio, cups, napkins, a 3D billboard, and in-store posters and manifestos. All the work features inspirational “life-isms” meant to encourage fans to think of their coffee as more than just a daily routine, but a personal experience that fuels their day and their passions. Beautiful photography, iconography and type is intended to draw consumers in, offering a sense of wonder and exploration, inspiring coffee drinkers everywhere to enjoy the best that life has to offer.