Introducing you & your drink to a new best mate: Coolee.
Product Development / Brand and Logo / Copy | Design | Photography | PR | Web | Socials / Strategy
The starting point
The Coolee is a stainless-steel, double-walled and vacuum-insulated drinks cooler that’s streets ahead of those neoprene versions your Uncle Todd has been using since 1989.
We needed to educate the NZ market about the benefits of this drinks cooler, while creating a brand that screamed good Kiwi fun. Our marketing mission: to ensure consumers understood that a Coolee was their hot ticket to a better summer, no matter how they were spending it.
Bringing an idea to life
We took this product from concept to launch, working with suppliers on the product, then coming up with the Coolee name, brand identity, logo and brand guidelines, including colours and fonts.
To keep production costs down, instead of printing on the box we designed an insert that tucked in around and over the Coolee – this explained what it was, how it worked and how to look after it. It also gave the recipient a massive dose of the Coolee personality right from the get-go. We also designed a sticker that both sealed the box and piqued intrigue with its cheeky “We knew you were cool”. (By creating the sticker in the three colourways of the Coolee, it helped distribution see what colour cooler was in each box, without having to unseal and open. Genius. If we do say so ourselves.)
Early use showed us the cooler needed to be shallower for a better experience when drinking from cans, so we developed a SPACER with a quirky spaceman on it that could be dropped into each Coolee. This added another point of difference between Coolee and others on the market. Problem > opportunity.
The Coolee was solely an e-commerce product so we went hard with social content to capture people’s attention while they were online. We created a constant flow of new imagery that spoke to potential customers on when a Coolee might be suitable: when poolside, after mowing the lawns, at festivals, at BBQs, with friends, at the beach, the lake and more.
Proud to say the Coolee was a sell-out in one season, with no further marketing required!