Optimized user experience to deliver more Coolness to the World


Design that modulates and evolves with America’s original cooler brand




2021, 2022


Strategy, UX + UI Design






Devised a design architecture to transform existing merchandising capabilities.


The most recognizable brand in ice chests needed a design and discoverability refresh to stay relevant and cool for modern e-commerce. The opportunity required us to optimize existing merchandising capabilities and elevate current image catalog.


The transformed Igloo Cooler shopping experience was merchandising-led and emphasized product quality. We delivered on Igloo’s commitment to fun and accessibility by developing a design system optimized for e-commerce conversion and performance. The project began with an SEO-friendly, restyled cooler page, but quickly evolved into a comprehensive iterative refresh of Igloo's digital flagship.


Staying cool in the minds of the work-hard-play-hard customer-required product pages that think outside the (ice)box. Igloo products and our design prioritize function and quality while emphasizing design and adventure. The revamped product experience offers in-depth product details, lifestyle use cases, and strategic cross-selling.

Keeping it hot (or cool) on the go!

For over 70 years, Igloo has been delivering portable refreshments. Our updated product experience educates, inspires, and guides you to the perfect drinkware to stay hydrated.

woman with purple igloo cooler Image of Igloo NFL Collaboration Cooler
Image if Igloo ice retention Image of Igloo BMX Cooler in grey
Igloo Drinkware Image with Vizsla dog hiking Image of Igloo ECOCOOL collection of coolers
Image of Igloo Daytripper cooler COOLaborations images of Igloo coolers in multiple colors
Man holding blue Igloo soft cooler and dog Igloo Rescue Dogs model campaign image

An American brand fluent in coolness.

From Coolmate to ECOCool to Coolaborations, the Igloo home page harmonizes the diversity, accessibility and quality of the Igloo product assortment, reminding customers that good times always happen when coolers are around!

Igloo Coolers Collections Page
Igloo Coolers Product Details Page

Here for a Good Time

And a long time!

Image of green Igloo soft cooler
Image of woman using Igloo cooler bottle opener
Image of green Igloo soft cooler

Everywhere an Igloo goes, fun follows! Our designs kept things cool while highlighting the brand's deep American history and commitment to durability, sustainability, and accessibility.

Built with Igloo’s existing image library and Shopify merchandising system, we designed from the inside out. Our evolution of the brand inspires discovery, relevance, product confidence, and conversion.

Image of Vizsla dog drinking from Igloo cup
Image of man carrying child and Igloo classic hard cooler
Image of woman carrying Igloo black leather backpack


Elva’s work skillfully elevated our content and merchandising system, bringing out Igloo’s timeless fun.

Bram Hutchinson, VP of E-commerce