Caribou’s New Cup Pays Homage to the US Upper Midwest

Caribou Coffee is reinventing its signature coffee cup designed around the theme: The Best of the North. The new cup is filled with doodles and phrases that pay homage to life in the Upper Midwest of the United States.

“With Super Bowl coming to our town – Minneapolis, Minnesota – and our 25th birthday, we wanted to create a design that allowed us to connect with customers in the form of nostalgic iconic Midwest sayings and images,” says Jenifer Hagness, Caribou Coffee’s senior director of product innovation. “There is something for everyone on the cup from “Cabin Life Memories,” Northern Slang such as “Uffda” to “Celebrating a 3-Day Weekend”.

“We wanted to draw from our former work with Caribou “bouisms” and our brand mantra, ‘Life is short. Stay Awake for It.’” Hagness explains. “Bouisms” launched in 2010 and were a mix of images and saying that embodied a “seize the day” attitude relative to what customers say they stay awake for.

The new cup design uses Caribou’s signature blue brand colour as the canvas. The coffee sleeve is buffalo plaid. “This print is evergreen, classic, cabin-esque and outdoorsy, the perfect combination with our Caribou blue to really bring our brand to life for this cup execution,” Hagness says.

The sleeve also features iconic northern sayings like “Cold Nuf Fer Ya” and “My Heart is Up North.” The new Caribou Coffee Signature cup launches this month and will be around until holiday 2018.

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