As Portacool LLC celebrates 25 years of business, the Center, Texas-based company is also undergoing corporate rebranding.

The multistep revitalization process began in mid-2014 with intensive brand review and research, officials say. Rebranding efforts include the removing the hyphens from the company’s name, launching a new website and advertising campaign, and new social-media sites.

 “This is an important and exciting time for the life of our company,” said Portacool CEO Ben Wulf. “What started as a single product transformed into a company shaped by committed personnel and strong relationships. Our company is now at the forefront of driving innovation in the portable cooling solutions industry, as well as working closely with manufacturers of fixed cooling solutions to increase efficiency.”