Create a Packaging system for Caribou Coffee that is more approachable and strongly-branded. The solution needs to leverage the playfulness of the brand and the brand idea,“Life is Short. Stay Awake for it.”
The project was approached by looking to the brand’s heritage and Northern roots for inspiration. Creating a “sense of place” not only offered a truer connection to its provenance but also created a proprietary expression to unify the brand’s portfolio. An illustrative interpretation of the North leans heavily on Caribou’s distinctive blue color and brings about the idea of “fueling adventure.” The label system architecture brings signature, flavored and single origin coffees into one system, differentiating varietals and coffee credentials with color, pattern and iconography.
The result is a strongly-branded expression that is premium, with a playful personality. The whole system provides a toolkit of brand language designed to extend the brand across a growing portfolio of products.