Case Study

Caribou Coffee Redesign

In April, 2010, Caribou Coffee relaunched its website to promote and support its new brand identity. In addition to a whole new look and feel, the site features more interactive functionality such as the ability for customers to:

Tell Caribou “what they stay awake for”
Rate and comment on coffees
Ask questions via the Roastmasters Blog
Take the Coffee Recommender quiz

Home page features the brand identity of Caribou Coffee.
Home page Flash allows users to see multiple messages.
Home page allows customers to submit what they stay awake for.
The About Our Coffee page provide better visibility to the Roastmasters Blog.
The Our Coffees page offers customers the ability to rate a coffee or review comments from other customers.
This page features improved photography and copy about the Quality Advantage of Caribou Coffee.
This page features improved photography and copy about the Quality Advantage of Caribou Coffee.
The Roastmasters Blog provides an interactive dialog between our customers and our Roastmasters.
The Coffee Recommender provides an interactive way for customers to learn what coffees they will like best by answering some fun questions.
The Menu page features all drinks available in store as well as the featured drink.
The Shop Online page showcases all items available online.
Customers can order coffee in a variety of sizes and grinds with access to customer reviews.
The Store Locator has been improved to make it easier for customers to find the nearest Caribou location.
The Careers page provides information for all positions at the corporate office or in the field.
Those interested in working in a store location can see what is expected and apply online.