Repositioning a niche freight company as a full-service logistics partner

LIONIZE was briefed to evolve Cool Cartons’ brand identity beyond cold freight and reflect its broader capabilities across chilled and ambient logistics. The goal was to retain brand equity in the name "Cool," while presenting a premium, reliable image that would support growth, attract talent, and differentiate the brand in a competitive market.

We repositioned Cool Cartons from a niche cold logistics provider to a full-service logistics partner. The new masterbrand system, “Cool,” enabled flexibility for future growth (e.g. Cool Freight, Cool Storage), supported by a strong brand proposition and a service-first design and tone of voice.

Our work spanned strategic discovery, brand architecture development, creative concepting, and rollout. We collaborated closely with Cool Cartons' leadership to ensure alignment with business operations and future goals. Deliverables included brand identity, messaging, templates, and a website direction to guide internal implementation.

Brand Lift

The rebrand has driven increased confidence internally and is credited with helping secure larger contracts. Existing clients praised the refreshed identity for its clarity and professionalism. Though the website is still in development, leadership anticipates stronger lead quality and a clearer articulation of the full-service offering.