Keep Your Cool Storage
Full Brand Launch
Keep Your Cool Storage was created to fill a gap for businesses in the foodservice and event industry who need portable cold and dry storage. They set themselves apart by offering cold storage containers with a safer, more reliable design. KYC is committed to making storage needs legendary!
The Challenge
Keep the design versatile and functional
Develop a unique/personable character to be the face of the brand
The Strategy
When Keep Your Cool Ltd., reached out to us about their aim to develop a stress-free rental storage business, we were immediately captivated by the brand's motivated energy. Words like hardworking, flexible, optimistic, helpful and of course ‘cool’ communicated the core truths of Keep Your Cool's legendary offerings.
We developed the ‘Get Yeti To Chill,’ strategy keeping in mind today’s economic situation, where people are living in smaller spaces with more stuff and with more businesses operating remotely, self-storage solutions have become a need for almost everyone.
High-quality and distinctive, yet down-to-earth and approachable, Keep Your Cool’s brand objective is to provide an easy, safe and secure rental process that is pragmatic and organized as it is relaxed and fun. We aimed to create a strong, unique icon that will be utilized throughout the brand identity.
The Result
The philosophy behind the ‘cool’ character persona was to associate a strong spokesperson, to act as the brand ambassador, evolving with the company in diverse ways.
The versatile colours communicated a uber-cool energy that resonates with being organized and having more space. Uplifting, enthusiastic and illuminating, yellow radiates as the colour of sunshine, taking on a larger more fun-loving presence. Yet, the hue is balanced by the cool blue and the sophistication of black that together exude confidence, power and authority.
The identity centers around KYC’s chill character, rightly so, for the mascot design. The Elusive Yeti, a curious cryptid, symbolized individuality. No one can impose expectations, the creature and the Keep your Cool brand as both natural nonconformists.
The idea of strength is illustrated by the purposeful structure of the brand’s name in the chiselled (ice) blocked lettering. The sans serif typography injects the wordmark with a high contrast pairing of bold and light weights.
The young-at-heart Yeti, is a hairy half-man, projecting wisdom and intelligence with a friendly demeanour. Standing at a towering, 7’ feet, 2” tall, the gentle giant epitomizes cool, (figuratively and literally) with his snow-capped mountain of hair, cold climate eyewear and laissez-faire attitude. A little longer in the tooth, this rockin’ dude’s larger-than-life personality is nothing short of legendary.
The Takeaway
With Keep Your Cool's brand strategy in place, each touchpoint rolls out with purpose and consistency. Keep Your Cool secures a strong and confident foundation in the marketplace.
