PROJECT

Icon Coolers Brand Refresh, Shopify Website Design & Social Media Content

SERVICES

LOGO EVOLUTION DESIGN
BRAND STRATEGY
BRAND NARRATIVE & STORYTELLING
VIDEO PRODUCTION & PHOTOGRAPHY
SOCIAL MEDIA CONTENT AND MANAGEMENT
SHOPIFY WEBSITE DESIGN AND DEVELOPMENT
PRODUCT PHOTOGRAPHY

The Challenge:

At the dawn of the ultra-premium cooler boom, ICON Coolers came to market with the only premium hard cooler actually made in the USA. ICON succeeded in establishing a successful business, despite massive competition headwinds, but struggled keep consumers’ attention as the years went by. Fast forward a decade to 2024 and ICON selected Creature Theory to be the steward of a major brand refresh and new product launch. ICON challenged us to reposition the brand at the forefront of contemporary, fashion-forward style, without abandoning it’s active lifestyle roots.

Execution:

The process began with a comprehensive discovery phase, working through strategic storytelling avenues, and putting a stake in the ground with a positioning narrative that was one part style, one part adventure.

We rebuilt the ICON brand to be a fresh evolution of the essential. A brand that builds products that don’t just perform right, but feel right. ICON equips you to embark on life’s adventures with style—for the epic, or the everyday.

The brand was relaunched with a new eCommerce focused Shopify based website, designed and developed in-house here at Creature Theory. We updated the logo system, produced a series of photo and video shoots, and relaunched social media. The journey continues as we continue to produce fresh content and gear up for the next big product drop.