Caribou Coffee is the second-largest coffee chain in the United States. We updated their brand identity from a northern lodge theme to a fresh variation of the same elements, now rooted in natural textures and fluid graphics.
The logo and logotype create an expressive, energetic look, while the color palette has evolved to tie more closely to Caribou Coffee’s core offering. The shield element has also been updated to resemble the shape of traditional national park signage.
The handwritten “Bou-isms” transform the tagline “Life is short. Stay awake for it.” from a purely caffeinated message into an altruistic launching point for the manifesto statements of the brand.