Chillco Drinks
We partnered with founders Ashley and Derek to build a brand foundation worthy of their vision — transforming a fast-growing frozen drinks operation into a strategically grounded powerhouse rooted in joy, nostalgia, and community.
Ashley and Derek turned a shared dream into Chillco Drinks — a frozen beverage company serving up nostalgia-infused cocktails at some of the biggest venues in the country, including Mile High Stadium, Ball Arena, Red Rocks, Fiddlers Green, and SoFi Stadium.
What started as a subcontractor role with limited brand visibility had quickly grown into something much bigger. By the time they came to Stay In Your Lane, they were managing large event teams across Denver, Colorado Springs, and Los Angeles — operating at venue after venue and ready for their next chapter. What they needed was a brand that could keep pace with their ambition.
Chillco was growing fast, but the brand hadn't been built to match. We identified three core challenges standing between them and their next level.
No Brand Infrastructure
Chillco had the energy and the product, but lacked the strategic foundation — no codified mission, no voice guidelines, no visual governance. Their identity was invisible at the venues they served.
Growth Readiness Gap
Ashley and Derek had ambitious expansion plans and a growing product line vision. Without a brand system they could hand to partners, vendors, and team members, scaling meant diluting.
Subcontractor Identity
Operating under other companies' contracts meant Chillco's brand presence was diluted at venues. They needed to own their narrative and their customer relationships — directly and unmistakably.
We ran our Brand Foundational Lab — an intensive strategic sprint designed to uncover who Chillco truly is and package it into a brand system that would serve as the compass for every future decision.
Strategic Roadmapping
We mapped Chillco's growth trajectory across 1, 3, and 5-year horizons — with clear milestones connecting brand development to revenue goals and market expansion at each phase.
Brand DNA Discovery
Through deep work sessions with Ashley and Derek, we uncovered Chillco's core identity — the What, How, and Why that makes them unique and gives the brand a north star for every decision.
Archetype & Personality Mapping
We defined the brand's character through archetype and personality work, giving Chillco a clear framework for how it shows up across every touchpoint — from stadium signage to social media.
Voice & Tone System
We built a comprehensive voice system with tone guidelines, messaging strategies, and real copy examples — giving Chillco's team a playbook for consistent, on-brand communication everywhere.
Audience & Persona Development
We defined and segmented Chillco's audience across multiple customer types — creating detailed personas that drive targeted, effective marketing across every channel.
Brand Storytelling
We crafted Chillco's origin narrative — positioning the brand as more than a beverage company, but a community-driven movement built on joy, nostalgia, and shared experience.
The Brand Foundational Lab produced a comprehensive set of strategic assets designed to guide every decision — from hiring to marketing to partnership development.
Growth Roadmap
A phased strategic plan with clear milestones connecting brand development to business goals.
Mission, Vision & Values
Refined foundational statements and core values to anchor every brand decision.
Brand Archetypes
A multi-archetype brand personality system defining how Chillco shows up everywhere.
Personality & Voice Guide
Tone guidelines, messaging frameworks, and ready-to-use copy examples for every channel.
Customer Personas
Behavioral and psychographic profiles across distinct customer segments.
Brand Story
A compelling founder narrative designed to connect with customers and partners on a human level.
Brand Experience Framework
Guidelines for how every Chillco interaction should look, feel, and leave people talking.
PR Toolbox
A ready-to-use communications toolkit with voice brief and writing guidelines.
Visual Direction
Strategic color and visual identity direction rooted in brand psychology.
“We are SO wowed by what you all put together. It's obvious this was all carefully curated and absolutely nailed down the essence of Chillco. It's amazing to see and hear it from other's perspective… Thank you for loving our brand just as much as we do.”Ashley Pech, Co-Founder Chillco Drinks
“We are super impressed with what you all managed to put together for us in a matter of 2–3 weeks.”Derek Pech, Co-Founder Chillco Drinks
A growth-ready brand foundation built to scale with Chillco as they expand into new markets and venues.
A defined brand personality system that ensures consistency across every touchpoint, from stadiums to social.
A complete voice and tone playbook the team can use to stay on-brand without outside help.
A compelling brand narrative that positions Chillco as more than drinks — it's a movement.
Whether you're building from scratch or ready to scale, our Brand Foundational Lab gives your business the strategic clarity to grow with intention.
