Yeti is home to the best premium coolers and accessories that have the ultimate in performance and durability. Due to their advanced technology, the appeal to a niche market of avid fisherman. My group at the University of Texas at Austin was tasked with appealing to a larger target and getting them to look past the initial price tag. We framed Yeti as part of the family. I was largely responsible for executing the concept and formatting our final presentation and book.