The Cold Chain has been distributing chilled and frozen products across South Africa for over two decades. In 2010 we revisited their brand personality, values, promise, positioning and logo as they wanted to further strengthen their brand identity and tell the full story of their commitment, accountability and team approach to delivery. The brand has always been inspired by the behaviour of the emperor penguins of the Antarctic, who form an unbroken chain of events in pursuit of survival and growth. We refocused and refreshed the idea of this unbroken chain of events that is essential in the Cold Chain business.