The cold start problem is one of major obstacles to overcome for the commercialization of fuel cell vehicles. However, the cold start characteristics of fuel cell systems are very complicated since various phenomena, i.e. ice-blocking, electro-chemical reactions, heat transfer, and defrosting of BOP components, are involved in them. This paper presents a framework to approach the problem at a full stack scale using Axiomatic Design (AD). It was characterized in terms of Functional Requirements (FRs) and Design Parameters (DPs) while their relations were established in a design matrix. Considering the design matrix, the endplates should have low thermal conductivity and capacity without increase in weight or decrease in structural stiffness. Consequently, composite sandwich endplates were proposed and examined both through finite element analyses and experiments simulating cold start conditions. From the examinations, it was found that the composite sandwich endplates significantly contributed to improving the cold start characteristics of PEMFC.