Wieden+Kennedy has continued its impactful work with cooler brand Yeti in a clever brand extension of the iconic Yeti wordmark. Titled FOUR LETTERS, the new plan brings in a rotating list of other four-letter words that state clearly what Yeti users are doing: PLAY, GOAL, HUNT, FORE, AND BEER, for example. Reproduced in the same face and format as YETI, the designers essentially created personalized badges.
The campaign lets customers know that the Yeti brand sees them and understands their passions. That connection is important for a pricier product: it suggests that if a person is truly committed to an activity, a Yeti cooler should be part of their kit.
