We were responsible for developing the ice-cooling system for “The Summer Puffer for Tiger Beer,” a collaboration between Tiger Beer, BBH Singapore, LePub APAC, and fashion designer Izzy Du. Puffer jackets are one of the most popular fashion items among Gen Z, but they are far too hot to wear in midsummer. So, true to Tiger Beer’s image as a beer brand that overcomes adversity, it created “The Summer Puffer for Tiger Beer,” the world’s first tropical puffer jacket aimed at trend-conscious consumers. “The Summer Puffer for Tiger Beer” is a puffer jacket equipped with an ice-cooling system. When an ice-cold can of Tiger Beer is attached to the jacket, the chilled water circulates through tubes woven throughout the jacket, wrapping the body in cool air. Since the tubes are concentrated near the arteries, the jacket can lower the body temperature by up to 5°C even under direct sunlight. For the development of the ice-cooling system, we drew inspiration from spacesuit technology that keeps astronauts cool in extreme heat, and compared and refined a variety of cooling system designs to keep the water temperature low. After testing the tube layout, materials, water tank design, and electronic circuitry wiring, we arrived at the final mechanism.