Emergency Rebranding

Ursa Major Bistro

What We Did:

In May 2016, Blue Caribou Café—located in Beulah, Michigan—was forced to rebrand after the national brand Caribou Coffee issued a cease-and-desist on the café’s name and logo, citing trademark infringement.

We worked closely with the owners, their employees, and family, researching the origins of the café, the family’s story, and the vibe of the restaurant itself with the end goal of a very personal, completely custom rebrand.

Family plays an important part in the restaurant, as does the Northern Michigan location. Taking this into account, we suggested a new name that the family instantly loved: Ursa Major Bistro.

branding and identity

Additional Features:


We talked with this family-owned business to discover their passions, interests, likes, and company culture. From there we created a business name that fit their brand personality!

Unique Design

We added little personal touches to the logo designed to give it life and truly embrace the culture of the company. From color selection to the minor details, this custom logo tells a story.

Fast Turnaround

This project was an emergency rebrand — this active and establised company needed a new brand name and identity quickly. We took control and got things done… FAST.

The Nitty Gritty:

Along with delivering the new name, we also designed a custom logo that includes a mark we refer to as “ladle bear.”

Featuring a big blue bear—a nod to the previous name—squished comfortably in a big dipper, the logo takes a literal approach to the Ursa Major constellation while also highlighting one of the restaurant’s tastiest dishes: their soups!  And we can verify that the soups are pretty amazing, we happily researched that point.

The mark also includes a seven-pointed North Star in reference to the seven members of the Chorley family — pretty cool, right?

ursa major bistro logo by clockwork agency