American coffee chain Caribou has come out with new packaging that promotes positive, optimistic and encouraging messages. Some of it is a bit of fun like ‘Indulge in chocolate therapy’ and other messages  run deeper like ‘Be the first to appologize’.

Inspiring slogans and messages like these might be considered trite from certain companies, but they fit the context of this brand that began life by pushing an authentic, mountain-man lifestyle.

It shows us that with the right brand, we can take advantage of every square inch of space to promote the messages that help deliver a brand story.

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+ A few words of encouragement