Life’s short, stay awake for it!

Being a coffee aficionado my self (my music related website is I strive to be constantly aware of what’s up in the caffeinated  realm. On first impression there was not much new under the sun, but another coffee cup covered with negligee scribbles aiming to evoke fussy cloud of emotions into the consumer’s heart. Than should the caribou jump left or right – that is the question….? I don’t really know and honestly I don’t really care, but what I do care about is has the Caribou Coffee brand expression really made a worthy of attention jump? And do we sometimes redesigning for the sake of redesigning? Well in my humble opinion this time we have more of a limp than a olympic ski jump.

However having a soft spot for astute creative writing we have to give it to the Caribou brand for the well done slogan – “Life is short, stay awake for it!”

Boris Iochev