In 2018, Rocketfuel had the opportunity to collaborate with Castle Lite to give their iconic Ice Core a refreshed design. This project combined innovation with user-focused design to create a colder, more durable Ice Core for consumers.
The Journey

 

Establishing Metrics

We began by setting clear goals around budget, production quantity, and functionality, ensuring that every decision aligned with these objectives.

In-Depth Testing: Conducting a “tube-under-water” critique session, the team used sticky notes for anonymous feedback to identify pain points and brainstorm solutions collaboratively.

 

Exploring Design Options

From subtle adjustments to bold redesigns, we presented various design concepts to provide Castle Lite with a full range of options.

 

User Testing

Paper prototypes allowed for early user feedback, helping us refine designs to meet real consumer needs.

Iteration and Refinement: Based on user insights, we made final adjustments to ensure the Ice Core delivered on all fronts.

 

The Results

The redesigned Ice Core introduced several exciting features:

• Enhanced Cold Retention: A new surface layer keeps beverages colder for longer.

• Customizable Casing: Interchangeable outer casings make showcasing vibrant graphics and limited-edition designs easy.

• Secure Strap: An improved strap design provides a firmer hold for added security.

• Increased Structural Strength: The new design ensures durability, maintaining performance in various conditions.

 

The result is a refreshed Ice Core that enhances Castle Lite’s brand experience, giving consumers a better way to keep their beer colder for longer.