ALASKAN ICE MELTER

BRAND REPOSITION

GOING PREDATORY - Alaskan is a premium ice melter specifically formulated to aggressively outperform rock salt. An evolutionary redesign was required to reflect the brand's premium position. The polar bear, long associated with Alaskan, was under leveraged and on the verge of being kicked off the ice flow. Now the polar bear is fully engaged and portrays the aggressive melting properties of the product. The wordmark has a new assertive stance. The serifs on the tops of the letterforms are reminiscent of Arctic snowdrifts.