The project's goal was to rebrand a well-known company that needs a new logo. I was assigned YETI, an Austin, TX based cooler brand created by two brothers. The logo's update involved creating a symbol from scratch, as well as revising the existing typography.

The first step I took in my sketchbook included thumbnails of icons, as YETI does not have an icon currently. Instead, the brand only carries a typography treatment. I worked a lot with the purpose of the brand, providing cooling/heating products. The most successful elements in order to visually convey this message were sun and snow. After simplifying this combination, the icon resembles the brand’s current purpose and tone. Without tampering with the existing brand, as YETI is established, I visually amplified what already exists. Once I landed on a simple and sharp icon, I transitioned into typography work. I ligated the “E” and the “T”, which successfully conveys the united message behind the brand that comes from the two founding brothers.

After successfully creating an updated logo, these new elements were then applied to various brand extensions for the final step of the assignment. The stationary and product-in-action mockups establish an expansion strategy for the chain.