Claiming New Ground. Making It Last.
Brand Refresh & Platform Launch
Branding
Visual Media
UI/UX
Social
Packaging
ORCA
Claiming New Ground. Making It Last.
ORCA came to us ready for change. We helped them modernize their identity, reach new audiences, and build a brand platform that could flex — and last.
Client
ORCA Coolers
Released
Timeframe
6-Month Brand Evolution
Project Type
Brand Refresh & Platform Launch
Key Highlights
Brand Positioning Tagline Logo Refresh Catalog Redesign Web UX Social Launch Studio Production
ORCA
Overview
Built on a legacy of American-made toughness, ORCA had carved out a loyal base of hunters, anglers, and weekend warriors. But sales data told a new story — margarita drinkware and beach-ready coolers were flying off shelves. The brand wasn’t just for outdoorsmen anymore. It was time to grow the audience without losing the edge.
Red Letter stepped in to lead a full brand evolution — shifting ORCA from a niche outfitter to a lifestyle brand with broader appeal. From positioning and tone of voice to visual identity and launch tactics, we helped ORCA keep its roots while expanding its reach.
ORCA
The Challenge
ORCA needed to stay true to its hardcore fans while welcoming a new generation of customers — socializers, travelers, and everyday enthusiasts. It wasn’t just about coolers anymore. It was about brand longevity, emotional relevance, and designing a platform that could scale with their growth.
ORCA
The Solution
We started with strategy — mapping audience segments, identifying whitespace, and crafting a brand platform that could flex. “Make it Last” became the heartbeat of it all: a promise rooted in durability, memory-making, and the joy of staying in the moment. It reframed ORCA’s gear not just as rugged, but as a companion to everyday good times — road trips, tailgates, girls’ weekends, and Sunday soccer games.
From there, we built the system. We modernized the logo, removing fish-hook cues while keeping the iconic tail. We rolled out a fresh color palette, updated typography, and tightened the brand voice to be more playful, inclusive, and real. Guidelines followed — social strategy, tone of voice, audience messaging — and we brought it all to life with nimble, smart executions: a refreshed product catalog, an interactive size guide for the web, scroll-stopping cinemagraphs, and a high-impact launch video for their largest cooler yet.
Redefined Product Hangtags
Modern and Responsible
ORCA
ORCA
The Coolest Moves We Made
ORCA had the gear. Now they had the story. With a tighter identity and smarter executions, the brand moved into new territory — louder, sharper, and ready to last.
New logo, colors, and tone of voice broadened the appeal
Videos, cinemagraphs, and product drops that teased the refresh and rallied fans
Growth potential unlocked
Cooler-sized storytelling, captured without leaving the building
