A future-proof foundation for the leader in home storage and organization.
The Container Store
MY ROLE
Brand Strategy & Positioning
Brand Identity Design
Executive Alignment
Business Transformation
Photography / Video / Copy
Overview
On the last most organized day of the century (2/22/22) The Container Store, the leader of organizing solutions, custom closets and in-home services, launched a fully reimagined company logo, national brand campaign, and new tagline.
The company has been on a mission to transform lives through the power of organization and is extending an inclusive invitation to all, “Welcome to The Organization.”
An identity that works anywhere
The Container Store's previous identity presented challenges: its lengthy name struggled in smaller digital spaces, and the brand was shifting towards a more approachable image. To address this, we refreshed the logo and introduced a new icon featuring neatly stacked, subtly smiling containers—reflecting the emotional benefits of organization.
Additionally, we developed a comprehensive style guide to ensure consistency across the company and launched a new line of branded icon merchandise as a gesture of appreciation for the invaluable store team members.
