Arctica: new reading of the function of thermoses

Posted by on May 5, 2017 in Uncategorized | No Comments

Depot WPF agency rebranded the company “Arctica” – one of the leaders in the market of thermoses and isothermic products. Rebranding was caused by the desire to enter new consumer markets, to develop a fresh, bright concept of positioning and unify corporate style at the same time. And here is the result.

The problem
Since its foundation, the “Arсtiсa” company was the one of the leaders in the market of thermos and isothermic products. Over the years of its existence, the company has gained a reputation as a leading manufacturer of thermoses, whose products are not inferior, and sometimes even superior in quality to foreign counterparts. The existing target audience, mainly consisting of fishermen and hunters, gave preference to the company’s products for years. But over time, the Arctic faced the inevitable problem of market growth, where, in the absence of the uniqueness of products of various brands, it became increasingly difficult to rebuild from competitors: thermos in bulk remained fairly monotonous in their design and was perceived by the consumer solely as an object for hikes only.

In this situation, the company decided to enter new consumer markets, to develop a fresh, bright concept of positioning and unify corporate style at the same time. This would allow the company both to attract a new target audience, and to stand out on the shelves.

The task
The agency was tasked to re-position the brand “Arctica”, to form various product lines and develop a corporate identity that would make the brand’s products recognizable and stand out on the shelf, and on the other hand, differentiate the product lines.

The solution
First of all, it was decided to expand the target use of the thermos in the eyes of the consumer, turning the conservative attribute of hikes or long trips into a stylish lifestyle element with a wide range of applications: from home decorating element to an indispensable device for preparing healthy food; from a customized cup for take – away coffee, to a container for the lunch.


Within the framework of the new positioning, all the existing products were segmented into three key groups (for home, for the city, for the countryside) and supplemented with a special women’s line – “for the most delicate”. These steps have allowed both to create a clear navigation between products on the shelf, and to focus on the values ​​of different target audiences, significantly expanding them.

Within the chosen strategy, a key message was invented: “Arctica is your freedom!” This message broadcasted on different channels in a simple and understandable way about what freedom is for different people, positioning the “Arctic” as a true companion in such discussions.

For the three key lines, visual differentiation was created, the packaging underwent radical changes in design, becoming more relevant, easy and simple to perceive, and on the other hand – more emotional, with an emphasis on the key indicators of quality and reliability of the respective products. In addition, it was important to “get away” slightly from the too-speaking name “Arctica” without changing it, because the isothermal products offered by the customer, not only to preserve heat, but also cold, freshness of products, etc. For this, there was developed an icon that attracts more attention, and later has the potential for independent use on products and in communications.