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Blue Caribou Cafe Rebranding

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Blue Caribou Cafe is a small-town, family owned business in Beulah, Michigan, that is just under 2 years old.  Blue Caribou is our dream, our passion, and our way of giving back to our community in Northern Michigan.  We were recently taken to federal court by Caribou Coffee, a Minnesota based, German owned coffee shop and brand, over having the word "Caribou" in our name.  Their claim is that we will cause "irrepairable damage" to their brand by having the word Caribou in our name.  There is no way we could possibly come up with the money to fight back against this corporate giant, even though we have a chance at winning.  We have a bill for almost $5000 just for the fees to hire the required attorney to represent us in Federal Court to say "we will change our name".  Along with the attorney fees, we have just under 2 months to make all the mandetory changes in our cafe that the judge has ordered.  This includes changing our name, new logo design, new signs, new menus, new staff shirts, all of the fees that come along with a name change, advertising to explain the change, and possibly more that we simply are not aware of yet as we are just beginning the process.  Everything that exists with our name and logo on it has been ordered to be destroyed, not used, and redone with a new name.  
We are simply not in a financial position to even begin to tackle all of this, being a fairly new small business that depends on summer seasonal sales, and following Eric's car accident in November that resulted in 7 broken ribs, 3 months off of work, and draining our savings to pay staff to replace him all winter.  
That said, we REFUSE to give up and give in to this bullying from a German based company that now owns Caribou Coffee, Petes Coffee and Tea, Intelligensia, and Douwe Egberts coffee brand! There HAS to be room in this country for the family-owned, small business, American Dream cafe still....and we will continue to stand up for that dream! 
Thank you all SO MUCH for sticking with us and having the BIGGEST hearts ever!
*My name is Kelly Chorley, this cafe in Beulah belongs to me and my family.  The funds raised here will go towards legal fees and re-branding of our cafe.  That will include, but is not limited to- new staff shirts, menus, table cards, mugs, outside signage, printing, consulting with a trademark attorney for our new name, the fees for trademark research associated with the new name, new check printing, advertising to explain our name change, new website design ...absolutely everything with our name on it that must be redone. 


  • Anonymous
    • $10 
    • 8 yrs


Kelly Shea Chorley
Beulah, MI

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