Empire Cooler
KEEPING THINGS COOL SINCE 1932
Founded in 1932, Empire Cooler Inc has been a staple of the Chicago community for more than nine decades, having established itself as the area’s oldest and largest ice and refrigeration equipment leasing, service and ice delivery company. While the technology, products and services Empire Cooler offers grew enormously over the years, their branding had not changed since its initial creation in the 1930s. Charley worked with Empire Cooler to develop a visual identity that reflects their position as an innovation-forward industry leader and modernizes the brand’s iconic penguin.
PROJECT SCOPE
Brand Strategy
Branding
Marketing Collateral
Environmental Design
Web Design
Empire Cooler’s existing branding, while in need of a refresh, had great established brand recognition and included elements we knew we wanted to retain in a modern iteration — including their friendly logo penguin loved by customers.
Using the legacy brand as a jumping-off point, Charley created a new visual system, brand guidelines, marketing collateral and a completely redesigned website. The penguin reappears as a bold, graphic badge that works equally well whether embroidered on a technician’s uniform or applied several feet high on an equipment truck. The color palette features ice-inspired blue tones and an energetic pop of yellow seen in the penguin’s beak and anywhere a dynamic jolt of color is needed.
