corkcicle
soft coolers
Corkcicle was early to launch a line of softcoolers, but as competitors launched their own lines, and continued to develop new products and technologies, Corkcicle’s own softcooler line fell behind. They came to us to refresh and relaunch their Softcooler line taking advantage of new materials and repositioning their products within the new landscape created by competitors like Yeti and Hydroflask.
Personal Role: Industrial Design Lead, Product Strategy
As we researched the category it became clear to us that Corkcicle was uniquely positioned to take advantage of a space in the market for functional, well-designed coolers for city and suburban costumers. Competitors like Yeti, RTIC, and Hydroflask were dominating the market with high-performing and highly outdoors products, but had similarly high price tags. Most customers didn’t need a cooler that could keep a wild caught salmon fresh for 4 days. So we had a chance to bring a more affordable product to the market by focusing on the needs of a consumer who’s main goal was a picnic in the park or a day at the beach.
