Caribou is the second-largest coffee chain next to Starbucks.

Its roots are deep in the North Woods of Minnesota.

The assignment? Use those roots to separate the brand from the stereotypical coffee shop genre.



Art Director + Designer: Sarah Pedregon

Copywriter: Luke Morgan

The process began

by finding inspiration from where it all began–the Northwoods of Minnesota, the stoic, free-roaming Caribou, and a whole lot of coffee.