It’s not everyday that a 60 year old beloved brand asks you to update their logo. Especially when you are a 3 person shop. Fortunately, the brand and marketing work I had done with Igloo’s VP of Brand and Product in her previous position at Bell Helmets established the trust we needed to win this opportunity. The whole Igloo rebrand was about reclaiming latent equity. They were still the #1 sales leader, but their margins were narrow. New entrants to the market, like Yeti, had proven that people would pay good money for a cooler if the brand behind it was doing their job stewarding and empowering culture. So that’s how we repositioned Igloo, an authentic, and trusted player in outdoor recreation culture.

When it came to the logo redesign, we knew we couldn’t stray too far from the path and break from a mostly beloved history. But we also had to move the brand upmarket. The winning approach was all about refinement, which you can see from this ingenius presentation put together by my then partner Leo Battersby. We start from the beginning of the brand and take the identity to its logical evolution.