Freez
FreezPak™ & FreezKeeper™
A Cooler Way To Do It All
When Altor Solutions acquired an established brand of reusable ice substitutes and coolers, they wanted to build a lifestyle-focused identity around it. They approached our team for help giving their product labels a fresh new look—and finding a new name for their cooler collection—to create a consistent, unified brand family. This was going to be a big change for a well-known brand, so the challenge was to create new branding across the entire line of products that would translate and resonate with their current consumers.
AGENCY SERVICES
- Strategy & Positioning
- Naming
- Logo Design
- Packaging Design
- Copywriting & Messaging
- Production
Strategy & Positioning
We knew how important it was to add value through this initiative, positioning the collection as an integral part of customers’ everyday lives rather than simply promoting products. We started by evaluating the category landscape for both ice packs and coolers, taking a look at competitors in the market and the target audience. After gaining an in-depth understanding of the marketplace and the client’s vision for their products, we defined prominent company, audience, and brand attributes.
We developed the Brand Strategy from there, positioning the product line as a convenient, accessible option that would appeal to consumers who prioritize functionality and seek effective products that will make their busy lives easier. These attributes also gave our team an established direction that would inform all brand messaging and design.
Naming, Brand Story, & Messaging
The reusable ice substitutes already had a recognizable brand name: Freez Pak™. Altor needed a new name for its cooler line and overall brand family that would draw on that brand equity and let consumers know these products were part of the same portfolio. We proposed several naming options with potential logo concepts to aid in the client’s decision, maintaining familiarity while refreshing the brand’s look.
In writing the brand story, our goal was to connect ice substitutes and coolers with a busy target audience by speaking to the products’ effortless, grab-and-go convenience and effective cooling power. We compiled a library of consumer language the client could pull from to ensure consistent brand voice and messaging across all touch-points.
The Solution
The client chose FreezPak™ and FreezKeeper™ as the brand names under an overarching Freez products brand family. We designed new logos and product labels for the Freez line that prominently displayed important product information, highlighted benefits, and suggested usage occasions. Once approved, our team rolled out the new labels to over 30 SKUs with great attention to detail, ultimately delivering a cohesive collection of brand assets that the client could then apply to everything from packaging to marketing materials and their new brand website.
Style Guide
We developed a comprehensive brand style guide with finalized logos and approved alternates, instructions for logo usage and hierarchy, brand aesthetic details like color palette and typography, established brand icons and claims, packaging guidance, and even potential branding examples. Setting these standards allows the client to ensure consistency across all branded media.
Presentation
Using the new brand assets, we created an attractive and functional PowerPoint template with varying slide formats. The template gives Altor the opportunity to easily produce internal or external presentations with a strong, consistent aesthetic for the Freez brand.
Catalog
The client wanted a product catalog that would reintroduce the Freez line as a unified brand with a fresh look. We delivered an impactful, informative, and visually appealing catalog that explained the new branding while highlighting product details, new ice substitute and cooler renderings, lifestyle imagery, and Freez messaging.
Website
We also built an intuitive Freez products website that prominently showcases product and lifestyle imagery as well as benefit and usage occasion details. We drew from the brand aesthetic and consumer language, developing a page for each item in the Freez portfolio. These pages include scannable text and product links, making it easy for consumers to gain information and explore the full line. The website continues to be an extension of the brand, showcasing product usage, lifestyle imagery, and engaging messaging.
