Marie Kondo
A mutually beneficial, joy-sparking collaboration.
Brand Strategy & Positioning
Brand Identity Design
Photography / Video / Copy
Product Development
Packaging Design
MY ROLE
Overview
The Container Store, the leading specialty retailer of storage and organization products, launched an exclusive co-branded collection of organizing tools by Marie Kondo, tidying expert, New York Times bestselling author, and Emmy-nominated television star. The Container Store x KonMari line features more than 100 sustainably sourced products and was designed to inspire a tidy and joyful home.
From idea to launch, The Container Store team pitched the connected experience of brand identity, products, packaging and marketing around the two brands working together to bring sustainable organization to the forefront.
A Jofyul Solution
To successfully integrate the two brands, The Container Store team designed the identity around the two brands’ common traits: joy, thoughtfulness, and the idea of a balanced aesthetic. This was the perfect match to the sustainable materials used in the collection, and allowed the brand to be seamlessly integrated into both The Container Store and KonMari commerce experiences.
