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.
Caribou Coffee Signature Packaging
As beautiful as it is intriguing, the Pacific Northwest is a place where convention is challenged, and open-minded exploration is rewarded with discovery. Headwind Vodka embodies the natural beauty and urban sophistication of the Pacific Northwest – from the packaging to the liquid, no matter where you are in the world.
Cue was approached to name and create the brand, packaging design, website, and launch materials for this new spirits venture.
Stunning river bluffs, sparkling Lake Pepin views and surrounding natural beauty give name to this unique Wisconsin destination. Inspired by centuries old villas of Southern Europe Villa Bellezza is home to a winery, tasting room, restaurant and more, surrounding a piazza created to enjoy good food, award-winning wine and a little bit of “la dolce vita.”
Visitors to the winery range from wine aficionados to casual wine drinkers, couples to groups, all who come to enjoy genuine hospitality and award-winning wines. Cue was tasked with creating a unique labeling system to accommodate a portfolio of more than 30 wines across three tiers, each embodying the beauty of the wine and destination. The solution unifies a wide spectrum of wines and makes each bottle a lovely reminder of the destination’s experience.
When watchmaker R.D. Hull created a better fishing reel back in 1949, his patented discovery reinvented fishing, making it easier than ever before to explore the outdoors. Today, fishing’s popularity has been challenged by an outdoor category offering an almost unlimited array of activities. Zebco not only needed a way to reposition itself in the category, but also to be more visible, identifiable and competitive with other contemporary outdoor brands.
Caribou Coffee is bringing beverage innovation forward with a variety of ready-to-drink products packaged in in sleek, 11.5 Oz. cans. We designed them with an iconic, identifiable look and cues appropriate for each product.
Caribou’s popular, crafted cold brew products launched first, including Cold Brew Black Coffee, Original Crafted and Vanilla Crafted beverages.
To tap into Minnesota’s love of Caribou’s hometown football team, Caribou asked Cue to create a special blend to honor the purple and gold. The Caribou Coffee SKOL Vikings Blend boasts a winning combination of cinnamon, nut, and cherry notes making it the the perfect blend to fuel Vikings fans throughout the season. A packaging solution was crafted to bleed purple and leverage the power and popularity of the Vikings SKOL chant as the call to action. The SKOL Vikings Blend successfully united Minnesota’s hometown coffee with Minnesota’s hometown football team. SKOL!
Jack Daniel’s is an iconic global brand, the best selling whiskey in the world. The brand’s values are timeless, but like every great brand, it needed to evolve to maintain its strength and affirm its authenticity in a changing world.
To be responsible to the brand, we needed to approach the redesign with an eye toward the future, while carefully considering 140 years of equity and history.
Jack believed that a unique product deserved unique presentation, so he chose to sell his whiskey in a square bottle with a fluted neck. True to the original, the new bottle is distinctly chiseled with masculine features−a square footprint, square shoulders and beveled corners.
Pendleton Directors’ Reserve embodies the lore and legacy of the Pendleton Round-Up, an iconic symbol of rodeo heritage synonymous with the brand. Aged for twenty years, the liquid inside speaks to the same heritage, a whisky showcased in a bottle wrapped in a leather sleeve with tooling crafted by third-generation saddle maker Randy Severe. The bottle is encased in a box carrying the story of this special whiskey with a special heritage.
The Thymes Studio Collection was designed to refresh the presentation of Thymes fragrance collections. Each collection is designed to package a specific fragrance offered for sale online and at specialty gift retailers. We created color palettes and custom patterns to define the collections within the packaging system. Collections contain common products as well as special offerings tailored to each fragrance’s signature attributes.
John Barr was an award winning Scotch whisky from times past, but the packaging lacked quality cues. Owned by Whyte & MacKay, the John Barr brand asked Cue to redesign in preparation for a re-launch, with new design and improved spirit.
Our proposition “Tradition Forward” inspired a new design for John Barr Reserve (black) and Finest (red) Blends. We evolved the bottle silhouette and retained color references, but pushed the brand boldly forward, embodying a more forward-looking label expression to stand apart on shelf.