Responses by Cue
Background: With Minnesota hosting Super Bowl LII, Caribou had an opportunity to stake a claim as Minnesota’s hometown coffee. “The Official Coffee Of The Bold North” became Caribou’s visual tagline during a week of festivities leading up to the big game. We also branded limited ten-ounce coffee cups, a souvenir for visitors and hometown coffee lovers, alike. Coffee klatches added personality with a decidedly Minnesota accent.
Reasoning: The intention was to create an icon representative of Minnesota, so incorporating the buffalo plaid pattern with the state became an easy-to-understand image that was particularly appropriate during the winter. “The Bold North” was the theme of the local Super Bowl committee, so the language connected Caribou to other initiatives that were going on to promote Minnesota at the same time.
Challenges: The project had some twists and turns before aligning on the current packaging direction. Our client worked with a variety of stakeholders internally, as well as the Super Bowl host committee, to get approvals; meanwhile, we were attempting to be quicker in our responses. These short time frames and approvals made it more complicated.
Favorite details: Given that we were working with familiar elements, we were able to create results that were comfortably hospitable, yet crafted.
Visual influences: The client needed a visible icon, something that could serve as a connection between the merchandise, hospitality kiosks and more. So the red plaid became a simple, strong graphic to help accomplish that.
Time constraints: Often time constraints work to create focus and get to decisions; that was the case with this project.