Caribou Coffee has been a Midwest favorite since 1992, inspiring coffee drinkers to embrace life and stay awake for it. As a coffeehouse brand second only in size to Starbucks, Caribou has continued to grow beyond the Upper Midwest. In doing so, it saw the need to evolve its signature packaging to become more universally approachable, get credit as a leader in premium and specialty coffee, and appeal to younger coffee drinkers.
Caribou Coffee Packaging Redesign
When Element Materials Technology acquired NTS Technical Systems, Cue was asked to create an identity to transition the company from NTS to Element U.S. Space & Defense. In doing so, the new company needed to adapt the Element name and identity in a way that differentiated it. And, the new brand needed to convey its leadership and focus within the U.S. space and defense industries.
Gold Bond has been innovating skincare since 1908. With origins in medicated powders, the brand developed a reputation as utilitarian, masculine, and a bit outdated. Over generations, Gold Bond grew, adding more and more products to serve a range of audiences and conditions.
In serving so many segments, sub brands and products, the packaging architecture became complex and fragmented. This large array of products, although innovative, became subordinate to many fast-growing, upstart competitors. With innovative competition challenging Gold Bond’s leadership, management adopted a strategy to elevate its proposition to a high performance brand, opting to unify its portfolio under a single identity, establishing a consistent look and architecture at point of sale. With “Champion Your Skin®” as the articulation of the new positioning, we created a single identity, expression and system to accommodate well-over 100 SKUs.
Leroux is a storied brand with more than a century of history. Crafted to celebrate extraordinary flavor, Leroux offers a wide variety of products making it a perfect accompaniment to every occasion and adventure. Sipped, shot or savored, it’s a great way to celebrate all that life offers. Over the years, the brand became fragmented, losing its presence and credibility on shelf. Our charge was to strengthen Leroux’s brand expression and reputation for innovative products.
Connect Homes was created with the goal of making modern living accessible for those who aspire to live that way. Eight years in, they are still producing homes at the highest standards, using an assembly line approach to control quality and costs. Delivered to the site 90% complete, modules fit together like Legos to create a variety of configurations, making Connect Homes a great solution for just about any location.
Created by veterinarians for vets, pets and pet parents, MySimplePetLab is a leader in at-home pet testing and care. MySimplePetLab believes keeping pets heathy should be simple, offering a wide range of vet-approved tests and care kits. Using the latest testing methods in its own certified lab, MySimplePetLab is able to send results directly to pet parents and vets. Cue partnered with MySimplePetLab, creating an expression that brings the brand’s mission to life. Our work helped springboard the business’ success, won Gold at the VMX Vetty Awards, and was named Pet Healthcare Organization of the Year by the Pet Independent Innovation Awards.
ELM is a formidable “team-of-teams”, comprised of three distinct companies – Englert, LeafGuard and MetalMan – whose competencies are well integrated. For over 50 years, Englert Inc. has been the gold standard for residential and commercial metal roof and gutter systems, with premier manufacturing and supply chain expertise. LeafGuard revolutionized residential gutter systems with its one-piece system, and direct-to-consumer efficiency and speed. And, MetalMan is the culmination of Englert manufacturing and LeafGuard direct-to-consumer model, bringing premium metal roofing to the residential market.
A brand with roots in the North, Caribou Coffee has been “Fueling Adventure Since 1992”, so it only made sense that the brief to redesign the brand’s signature packaging looked to its heritage for inspiration. Creating a “sense of place” not only offered a truer connection to its provenance but also created a proprietary expression to unify the brand’s portfolio. An illustrative interpretation of the North leans heavily on Caribou’s distinctive blue color. The result is a strongly-branded expression that’s premium, with a playful personality.
For commercial builders, efficient site management is critical to success. Total Tool was created to support that success, supplying commercial builders with a deep inventory of tools and safety supplies along with a breadth of services that includes repair, rental, rigging and training. Established almost 40 years ago, the company has continually strived to provide custom solutions paired with expert, industry-leading customer service. Unmatched dedication has made Total Tool a trusted partner within the industry.
Mariano Rivera is best known as a New York Yankees pitching legend and the only player ever unanimously voted into the Baseball Hall of Fame. Growing up in Panama, he faced many obstacles that would shape his approach to life. Through commitment and perseverance, he developed skills and virtues that would become keys to his success, contributing to one of the most successful careers in Major League Baseball.
Mariano and his wife, Clara, founded the Mariano Rivera Foundation in 1998 to provide children from impoverished families the life skills that will set them on the path to a brighter future. Cue was approached to create an identity that embodies the spirit and values of the foundation, helping to communicate its ambitious goals.