Hatch Coolers (asi/51510), a Tennessee-based supplier, has rebranded – an undertaking that includes a new logo and an updated website.

The company specializes in American-made soft-sided coolers. The rebrand, executives said, marks a significant evolution, reflecting an elevated commitment to quality, sustainability and creativity.

The new Hatch Coolers logo.

“The new brand represents our relentless pursuit of innovation, sustainability and style, ensuring that every Hatch Cooler is not only functional but also fashionable,” the company said in a statement.

To emphasize its domestic production, the supplier will use the tagline “Hatch Coolers, Handcrafted in the USA” in connection with its name. The firm also said the rebrand is about emphasizing its keen focus on empowering women. Hatch Coolers is woman-owned and the majority of employees are women.

“We brought out a new cooler earlier this year, the Mary Tote, that’s geared more toward women as it’s more stylish than the regular cooler,” said Whitney Tipton, sales manager at Hatch Coolers. “We’re also in the process of adding more colors and prints that are more fitted for women.”

Hatch Coolers’ roots go back to 1987, when it was established as Easy Seat.

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