the problem
The NC State club hockey team was facing financial troubles, student athletes were forced to pay $1,500 per season to play the sport they loved. The team had a significant following with hundreds of fans packing the local rink to capacity every weekend, but couldn't profit on this following due to trademark restrictions enforced on NC State club organizations.
In meetings with trademarks it was determined that the program could sell merchandise under the branding of 'Icepack Hockey'.
davis hudson
icepack alumni, class of 2020
brand design
The brand design needed to align with NC State, but differ enough that the trademarks office would approve of it. An illustrated wolf head was created as the base logo, with enough simplicity and flexibility to be able to add it to more complicated logos for special events or occasions.
The logo would be on jerseys and merchandise sold to students, so ensuring it was distinctly Icepack Hockey was important to distinguish our team against all other NC State merchandise students rep around campus.
matt costigan
icepack alumni, class of 2020
350k
plus of branded merch sales since 2020
500
%
increase in instagram followers in 4 seasons
4th
highest total sales by team at the Red and white shop
marketing applications
The Icepack brand has been seen by millions with appearances on live ESPN broadcasts, in the second largest hockey game ever played in North Carolina, and even in a game against the NHL's Carolina Hurricanes Alumni team. Merchandise is spread throughout the greater Triangle and is frequently seen at Carolina Hurricanes games, NC State football and basketball games, and of course Icepack games.
sam banasiewicz
icepack team captain, class of 2019
icepack brand book
To ensure longevity of the Icepack Hockey brand, a brand book was created that is now distributed to the members of the Icepack creative team every season. This brand book is some students' first experience working within brand guidelines, so it was created to be very simple to understand. The brand allows the student employees creative freedom to express themselves with the Icepack brand for the season, while retaining enough structure to keep the brand recognizable for decades to come.
