Background

Arctica has been a well respected manufacturer of display coolers for over 20 years. The company produces some of North America’s highest quality systems, on par with their largest Italian competitors.

Strut's Solution

Strut overhauled the Arctica identity, and branded its custom products as the "Arctica Signature Series". This premium product line is positioned to more effectively compete against European manufacturers. Emphasis was placed on the customer’s ability to customize the layout, finishes, and colors. Tradeshow materials, including scale styrofoam models that can be configured by potential customers, were developed to communicate this. A plasma screen video loop highlighted the advantages of Arctica’s new Signature Series.

The tagline, Presentation is Everything™, was developed by Strut to emphasize that Arctica’s coolers display the customer’s food products more effectively.

Results

The new identity, and the Signature Series branding allows customers to appreciate the quality of the product line and accept a price more in-line with European models. With this come much wider margins.

This approach also freed up Arctica’s standard line of display coolers. Rebadged under the Urban Market name, they can now compete more effectively against budget American and new Chinese imports on price, without impacting the perceived value of their high-end coolers.