Posted by Barry Silverstein on March 1, 2010 10:27 AM
What's Caribou Coffee without the trademark traditional caribou? Consumers who favor the chain (second behind Starbucks) will soon find out.
Caribou Coffee is rolling out a new brand identity, including a revised logo designed to "foster a more contemporary, less regional image." The caribou remains, but it is much more stylized and barely identifiable. Now it's represented by a few graphic splashes and a coffee bean.
It's a far cry from the original Caribou Coffee logo, with a distinctly drawn wild reindeer. The company got its name in 1990 when the founders took a trip to Alaska and spotted a thundering herd of caribou. While the graphic is changing, the company's tag line remains: "Life is short. Stay awake for it."
The rebranding is believed to be the beginning of plans to grow the chain beyond its largely midwestern roots and into a "national presence," according to Brandweek. Rather than open more chain stores, however, Caribou Coffee is expected to make a push to increase retail sales of its branded ground coffee, which is now available in 7,000 US grocery stores.
Starbucks outspends Caribou Coffee 43 to 1 in promotion, but that doesn't seem to faze Caribou Coffee. Last year, the chain consistently scored higher than Starbucks in customer satisfaction, according to YouGov's BrandIndex.