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.
A new cup design is cluttered with type going in all directions, with what Martel describes as “quirky sayings.” But the coffee inside the cup, which is what I’m going to Caribou for in the first place, is pretty much the same, as is the customer experience — assuming we’re not spending a lot of time reading our cups.
“You want a brand that’s identifiable from far away and reads well and has clean lines,” Martel states. “It’s easily recognizable.” So what I’m hearing is the logo design is the brand.
One thing that hasn’t changed is the tag line (“Life is short. Stay awake for it.”), but it too has been given a new significance according to Martel; now it’s about “seize the day.”
Or, as Mike Caguin, executive creative director at Colle + McVoy, the agency that created the logo, says: “The original brand message was about staying awake, now we’re making it about a social movement.”
A social movement? Wow, a new logo can do that? I’m thinking maybe these guys might want to switch to decaf.
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I appreciate the rebranding efforts Caribou is making and challenge that what seems like a simple logo swap has the opportunity to take on a whole new energy and revitalize a brand, company and its customers. This exercise and branding renaissance engages employees in a redefinition of purpose for where they work and how they contribute to their company.
One could argue that coffee doesn’t have much purpose, but when you look at what Caribou is really selling – an escape from the sidewalk, community, comfort, hospitality, etc. – there’s a social aspect that quickly becomes pervasive and relevant to imagery needs to be developed to reinforce those values.
I like that Caribou’s agency recognized what they’re trying to accomplish and hope that the engagement of their employees, agencies and partners will continue to be strong to the last whipped latte of the day.
Comment by 'bou advocate March 10, 2010 @ 4:23 pmThanks for sharing your viewpoint ‘bou. I definitely agree that engaging employees, agencies and partners in a unified brand vision is important. I’m looking at this from a customer perspective. Coffee does have a purpose. And there is clearly a social aspect to the coffee house environment, but a social movement?
Comment by Mike Nelson March 11, 2010 @ 10:09 amLogo redesign seems to be trendy these days. Walmart, Pepsi, Cisco just to name a few. Byerly’s did it a few years ago too. I will be fun to see Caribou places change their interior – I hope it will follow the logo redesign. As far as “social movement” – one has to justify the money that went to logo redesign. Everything “social” seems to be selling nowadays, I am surprised they didn’t mention “green”.
Comment by Alex March 10, 2010 @ 6:11 pmSo cynical! Why is reinvention trendy? Why is Eco-resposibility deliniated to a fad? Yes it’s seemingly popular and orgs may be capitalizing on it, but can’t it be a good thing too?
Comment by Jeff March 10, 2010 @ 7:40 pmNot saying it’s not good Jeff but are they really reinventing their brand or refreshing it?
Comment by Mike Nelson March 11, 2010 @ 10:13 amI couldn’t find out the info from any of the companies I mentioned why did they change their logo. In my view, if there’s no clear reason why this was changed, it’s trendy. “Why is Eco-resposibility deliniated to a fad?” – nice one Jeff…
In the art of propaganda this is called complex question. This is akin to asking “When did Alex stop beating his wife?” 
Eco-responsibility is not a fad, the use of it might be…
Comment by Alex March 11, 2010 @ 11:19 am