Filed under: Marketing Theory
Caribou Coffee has gotten a lot of media attention over the past couple weeks for its “complete rebranding.” It all seems a little over-hyped to me as what they’ve basically done is refresh their logo design on signage, cups and napkins. Frankly, I’m astounded that brand is still being defined in such superficial terms. I’m also wondering how many people really care, other than the folks at Caribou Coffee.
As Alfredo Martel, Sr. VP of Marketing at Caribou, explains: “This rebrand is meant to signify an important change in the direction of our company.”
The new logo is a different take on the traditional animal icon, which now features the body of a coffee bean and antlers in the shape of a “C” on the backdrop of a shield that represents a state park emblem, not that I would have known that last part without being told. Another thing I wouldn’t have noticed is that the caribou is now leaping to the right rather than left, toward the company’s future. I do hope we’re not over-thinking this.
