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.