Minnesota-based coffee company Caribou Coffee is undergoing some big and small changes to their brand, starting with their logo.
The former left-leaping caribou on the brand's cups and other merchandise is now redesigned to leap right with a new body constructed from a coffee bean and antlers in the shape of a C. A blue background was added behind the caribou on the logo as well.
Even the cup lids are changing. The now brown lids won't show lipstick marks, according to design director for Colle+McVoy in Brooklyn Park who worked with Caribou for the brand's redesigning.
Stores started making the change Sunday night.
Caribou reportedly lost $16.8 million in 2008. "We wanted a visual signal that Caribou is alive and well," said Alfredo Martel, senior vice president of marketing for Caribou.
"The new logo signifies a leap into the future," Martel said.
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