“If you buy ice for the Yeti, it stays icy. If you put frozen food in there, it stays frozen.”

IMAGE YETI

The impact of Steve Jobs on design is immeasurable, as he transformed Apple through his innovative leadership and emphasis on product design, marketing and branding.

It shows how embracing design and creativity can help businesses focus on their products, build a trusting brand and become profitable—making a name for themselves through their inventive spirit. Embody this in their brand essence, earning a reputation as the pioneer in the field.

The popularity of using ‘design’ as a leading strategy in business has surged, so let’s move on from relying solely on Apple case studies in our presentations. It's 2023, after all.

As a consumer, I've encountered innovative companies that create impactful products and communicate their purpose through verbal and visual branding. They are known for disrupting the norm.

IMAGE TOM ENDERLIN

YETI’s roots can be traced back to Austin, Texas, in 2006, founded by two brothers with a love for the outdoors and adventure and a dedication to crafting a well-designed, wide range of outdoor products.

The Cooler was their first focus, designing coolers to keep ice and food frozen, exceeding the competition’s coolers’ and raising the price tag for that privilege. They built a reputation for quality and genuinely connected with those seeking the most comfortable-as-possible outdoor experience.

They do it right by reimagining and producing outdoor lifestyle products with tasteful designs, long-lasting materials, and superior manufacturing methods—a revival of the tried-and-true design principle of durability. 

IMAGE YETI

YETI’s product longevity is a benefit they enjoy; however, it detracts from their involvement in the circular economy. Despite this, their product’s staying power is sustainable since it eliminates the need for replacement.

YETI aims to cut its corporate emissions by 50% by 2030 and use only renewable energy sources to operate all its facilities in the United States.

Most brand professionals would appreciate the seamless integration of YETI’s visual brand across its marketing and product offerings. It’s characterised by its ease of use, distinctive identity, understated colour scheme, and clever product design. 

Marco Cicchianni. Late Feb 23.