Brand Transformation in action: Defining Arctic Zone’s architecture and identity for future growth

For over four decades, Arctic Zone has been a leader in the cooler industry, pioneering countless innovations and patents. But with multiple sub-brands, an overcrowded product portfolio, and competing sales channels, the founder-owned brand found itself in an identity crisis—unclear on who they were serving, how they were positioned, and how to create distinction in a highly competitive market.

This wasn’t just about cleaning up a brand portfolio—it was a moment for Brand Transformation. Arctic Zone needed a clearer brand architecture, consumer segmentation strategy, and product differentiation to fuel long-term growth.

Partnering with Someoddpilot, we uncovered a buried opportunity within Titan, one of Arctic Zone’s high-performing product lines that lacked a distinct presence in the market. By strategically elevating Titan to its own premium sub-brand, we created clarity for buyers, retailers, and consumers, while still leveraging Arctic Zone’s strong brand equity. To strengthen the relationship between the two, we renamed Titan Deep Freeze to Titan by Arctic Zone, a subtle but powerful shift that reinforced its connection to the parent brand while allowing it to stand alone at Costco, Amazon, and other major retailers.

At the same time, we restructured Arctic Zone’s product portfolio, shifting lunch-focused coolers under Arctic Zone (“Go Beyond for Better Days”), while performance-driven, adventure-ready products moved under Titan (“Go Beyond for Better Adventures.”) This allowed each brand to better target its core consumers—everyday users looking for reliability versus outdoor enthusiasts seeking high-performance gear.

This brand transformation didn’t just create clarity—it unlocked growth. With a refined strategy, Arctic Zone can now balance brick-and-mortar and digital channels more effectively, ensuring their products win both on-shelf and online. By redefining the relationship between Arctic Zone and Titan, we future-proofed the brand for its next era of innovation and expansion.