Everything (That Actually Matters) About Coolers

You only buy a cooler for one reason, right? To keep stuff cold. And when it comes to coolers, colder for longer is what it’s all about.

But here’s the thing, before I got into the cooler business and became an enthusiast I didn’t realize just what goes into keeping your stuff colder, for longer.

I faced questions like, when designing and building a premium cooler, what are the features, design elements, and materials that really matter? How are some cooler makers cutting back to sell at a loIr price point? What’s just marketing BS?

And over the past 2 years I’ve spoken to countless product designers, parts suppliers, and manufacturers (yes even the team who manufactured coolers early on for one of the world’s leading premium cooler companies) and what I discovered was pretty cool.

So I’d like to share a few things I’ve learned so when you set out to buy your next cooler you’re a wiser shopper.


1) Decide what’s important to you.

Friends on the beach. Rear view of cheerful young people walking by the beach to the sea while two men carrying plastic cooler

I’m sure you’ve heard of the old adage about quality/price/time? How can you only get 2 out of the 3? Well, the same holds true for coolers but those elements are replaced with size/construction quality/cost. If for example, you value size and quality, then costs go up. If you have budget limits, then it’s either going to be a smaller cooler or will be lower quality and not perform as well.

So while size is really important (and is really the thing that most people focus on), you’ve got to balance that with your budget and the quality of cooler you’re looking for.

Other things to consider:

  • A larger cooler gives you more space but it’s also larger and heavier than a smaller cooler so it may be more difficult to carry and store.
  • Whatever the size cooler, to maximize thermal performance you need to keep it full of either drinks, food, or ice. The more empty within a cooler, the more ambient air (ie warm air) is trapped in the cooler.
  • So size is important: too large it takes more ice and contents to fill it. Too small and it won’t carry the drinks, snacks, or food you need it to.

2) Hard coolers outperform soft coolers.

chilled colorful beverages in ice box. summer party

While soft coolers are convenient to carry and store while not in use, all things being equal a hard cooler will outperform a soft cooler.

It just comes down to the differences in thermal properties of materials and how they’re constructed.

Soft coolers are created to fold, bend, and to be flexible. The insulation used within the liners is flexible and compresses under weight or pressure. So as soon as you load up a cooler the “wall thickness” shrinks, bringing down its thermal properties.

Hard coolers are, well, hard. So the rigid rotomolded plastic (that’s used for premium coolers) keeps the thick polyurethane foam insulation (that’s also used for premium coolers) from compressing – keeping the thermal properties unchanged.

One more thing, soft coolers (especially economy ones) can leak when ice melts, they typically don’t have a solid outer shell to keep them from drooping, sagging and leaking, particularly on uneven surfaces. Provided you don’t take a baseball bat or drive over your cooler, hard coolers don’t leak or sag.

3) Pay attention to wall thickness, it matters.

The thicker the insulation, the better a cooler should perform (provided the walls are not empty, see our next point) because a thicker wall means more insulation.

Yes, a thicker wall will also reduce the internal capacity and make the cooler heavier and higher cost, but none of that matters if your drinks have gone warm or the ice cream melted everywhere.

So really take a look at these three numbers:

  • Cooler dimensions – typically the outer dimensions of the cooler. You want something that fits in the space you’re going to keep it as you travel (say, a Model 3 truck well perhaps?).
  • Cooler capacity – typically the volume of the interior of the cooler represented in gallons or litres. This mostly helps for comparing between coolers or how many cans of soda a particular cooler may hold.
  • Wall thickness – typically represented in inches or millimeters, this really matters most for what you can expect from a cooler in terms of keeping things cooler for longer. The higher the number, the better.

4) Make sure it comes with an insulated lid.

This is one of those things I was surprised to find out. Many coolers rave about their performance or capacity, but don’t actually have an insulated lid. Having zero insulation across the top of the cooler essentially exposes one entire side of the cooler to the environment – especially important if the sun is beating down on it.

I was baffled, really. If only 5 of the 6 sides of a cooler are insulated, is it expected it to perform as well as a 6-side-insulated cooler?

5) It doesn’t have to be ugly.

While I’d be the first to admit that there are some really great looking coolers out there – most coolers look like an afterthought. Like plastic patio furniture, they serve a purpose but you don’t look good or feel good sitting there in the chair as the kids cannon-ball into the pool.

If you care about looks, you have to move to a premium cooler. They tend to look better with their smooth finish, they perform better than lower-cost coolers, and they’re usually purpose-built for a certain activity (or vehicle).

THE CNCT COOLER (pronounced “Connect”)

When I set out to create a premium cooler, specifically designed for the trunk well of a Model 3, I didn’t know how challenging and rewarding the whole process would be.

I just wanted to share some of my learnings that I picked up along the way to save you from being that person who’s sitting at the charging station on a hot day, warm drink in hand.

If you want to learn more about our CNCT Cooler, please check out our site.


New Member
Feb 25, 2021
Ontario, Canada
Mine is being shipped this week. Will post real life pics and might even do a side by side ice test. (I don’t really care, most high end coolers preform pretty good. I bought it to fit space and look cool )


Dec 2, 2020
Mine is being shipped this week. Will post real life pics and might even do a side by side ice test. (I don’t really care, most high end coolers preform pretty good. I bought it to fit space and look cool )

On its way as fast we can. I know you'll love it. Import into Canada will slow it down a few days but yes it will be on its way. Pics and having fun with it would be greatly appreciated! @EarlyB


Jul 2, 2012
As camping season comes up, just wanted to say we would probably buy one...but:
1. have a model x (2016)
2. looks a bit small for family trips.

I imagine this will be the hard part of your business (tweaking design as vehicle dimension of trunk/frunk dimensions change).

Not sure if a frunk cooler would add to space..but I do know the cooler is one of the major space occupier things when we go camping.
Looking forward to seeing how your company grows, and hopefully one day we will add another Tesla and maybe be compatible to support you.


Dec 2, 2020
Many thanks @Ocelot ! The good part is that Tesla is slow to make fundamental dimension changes (unlike other car companies) but your point is valid. We are starting with the Model 3 due to sheer volume for our first product and that the space makes a practical spot for a cooler. Model X cooler is on the roadmap but we would have to design it almost in sections as the trunk well in the X is so big that a full cooler could put your back out. The fact that it's a major space occupier is one of the early thinking behind producing the cooler. It takes up space, it doesn't fit well with other items, etc. Any ideas you have for the X would be very welcome and appreciated! It's still a great cooler for all Tesla enthusiasts. No requirement to own a M3!


Aug 25, 2017
Look what finally came today. I guess I’m ready for some road trips and tailgating.


  • 7F76EA44-E985-41F9-A360-19549BEBF17C.jpeg
    486.3 KB · Views: 20
  • 8CE6DE74-91CE-4446-947E-8C5F83E29B9B.jpeg
    560.1 KB · Views: 20
  • Love
Reactions: cnct_coolers