Caribou Coffee asked Cue to extend the brand’s portfolio into the super premium, single origin coffee segment, showcasing single origin coffees from around the world. The packaging needed to establish a premium presence while connecting to the brand’s , competing with Third Wave coffee makers while standing out from the crowd and noise of retail.
Each varietal of Caribou Coffee’s Single Origin Coffee establishes its country of origin and uses iconography created to reference each locale. The packaging creates a premium look and celebrates Caribou Coffee’s commitment to responsible sourcing and commitment to the growers: “Growers, Roasters, Drinkers in Perfect Coffee Harmony.”
Differentiation between single origin and signature Caribou packaging balances the need to create continuity within the portfolio while elevating Caribou Coffee’s single origin offerings.