Project Definition & Goals

Define audiences and users

Caribou coffee consumers are primarily middle-class working men and women in their late 20’s to early 60’s who are grabbing a cup of coffee on their way to work or drop off their kids at school. These people have a passion for family, good work ethic, and community.

Business objectives

The branding is a little stale since it hasn’t been revamped for almost 12 years. It needs a more modern and simpler, but fun approach to stay in the same lane as its competitors, such as Starbucks and Peet’s coffee. I hope to modernize the brand to increase recognition and revenue for Caribou Coffee.

Brand Position

Business is doing well for Caribou coffee as a primary competitor for Starbucks. Their branding is unique in terms of coffee companies, and they are expanding. As of last month, their annual revenues are 100-500 million and they have over 7000 employees. They did have a slight drop in 2013 when they had to close 88 stores, but they seem to be making a comeback. I do think they have a good thing going for them as they are one of the only large coffee chains that pride themselves in environmental factors such as cage free eggs and being a part of the rainforest alliance.

Value Proposition

This a coffee chain that prides itself in being community oriented and family friendly. We give back to the community through donations and fundraisers and have remained loyal to our Midwest roots. The current cup design has uplifting comments and quotes that show we care about making people better while they have their morning coffee. We want to be a reliable good start to everyone’s day as they tackle life’s challenges.

Brand Story

Every morning I look forward to picking up my coffee from caribou after dropping off my kids at school. I work from home, so it is always a good start and a nice boost to get me through my day. I love their branding because it makes me feel like I’m on an adventure in the mountains to get my coffee, even if I’m right here in the city.

Brand Characteristic

Inclusive, Supporting, Welcoming

Secondary Brand Characteristics

Community

Uplifting

Approachable

Friendly

Accepting

Family-Oriented

Ethical

Brand Promise

Caribou Coffee promises a good cup of coffee to help start your day in a welcoming environment, but also to help give back to the community and help the environment.

Need fulfilled

Energy, Happiness, Routine, Emotional relief, Sense of community