When Caribou Coffee was offered an opportunity to create a seasonal, exclusive SKU at Target, we were approached to name and design the package. Launching in store just after the beginning of the year – after the holidays, during the grayness of winter – the package needed to confidently and optimistically step into 2021, representing both the Target and Caribou brands’ personalities and voice.
The packaging combined playful imagery with an energetic name, pairing optimistic illustrative elements with “winks” for those familiar with the Caribou Coffee Brand. “Bou-Ya” packaging also leverages the phrase “Fueling Life’s Victories, One Sip at a Time.”
The packaging is disruptive in the coffee aisle, bringing extra energy to a particularly structured segment at retail, and attracting consumers to Caribou Coffee’s bold, fun personality.