Design by: Ashbel Ong
Caribou Coffee is an international specialty coffee retailer. Following an adventure climbing the Sable Mountains, the founders were so awestruck by the stunning views and the thundering sound of caribou, that they named the brand after the experience.
The brand has suffered from an overly complex identity, however and lacks genuine storytelling, which has prevented Caribou Coffee from expanding and truly making their place within the market.
The Caribou Coffee rebrand brings the company back to its humble beginnings. A simplified caribou icon along with supporting geometric elements tell stories of adventure and discovery. Caribou’s playful and eccentric packaging demands closer inspection from its users and creates a distinctive style that separates it from the competition.