Sometimes, brands are so successful that their names become synonymous with their category—just like when you think of internet searches and blowing your nose, you immediately think of Google and Kleenex, respectively. The 1946-founded kitchen goods brand Tupperware also became a genericized trademark, and the word “Tupperware” has come to refer to all reusable, sealed containers. Growing up, my mom had a mountain of food storage options in the kitchen, but she called all of them, regardless of brand, “tuppers.” Acknowledging that this genericization of its brand name was hurting its ability to stand out in the minds of younger consumers, Tupperware recently tasked the folks at design agency Landor to refresh its brand #identity to make it more compelling to modern shoppers and add distinction on retail shelves. Read and see more on The Dieline! https://lnkd.in/eNy2nxY9
Interesting perspective 🤔 I’ve been seeing more and more Tupperware brand placement in retailers. Historically the company took a different approach to selling their product — which could have created the situation they were in to now require a brand refresh and change of strategy. I’m interested to see how this brand continues to evolve after being (IMO) stagnant. From a creative perspective I really like the direction Landor has pushed the brand. I hope to see how the team at Tupperware capitalizes on this momentum. I personally think there is some traction to create a following and build trust through their brand promises. Hopefully they’ll activate on initiatives to create a brand community of believers versus just following the old standards that could lead them back to irrelevance.
Nice “touch” on the Tupperware “T” and this should be consistent throughout the campaign. To those not familiar with the product, the original ad campaign emphasized the “burp” when sealing the lid on the container. The “slit” in the “T” attempts to seal the deal. Maybe the word “Burp” could be placed in a speach balloon to add sound to the ad campaign. Just thinking aloud. Nice job.
I like the visual approach. Fresh. Good job Landor. But I wonder at the implementation in the UK, in particular, for two reasons. 1) The US site makes the most of this refresh, and introduces use state content presentation. You are drawn in 'Yes, that reminds me - must get some new stuff for the kids lunch boxes'. Whereas, the UK site just slaps you in the face with discounting, little use of the refresh and all product (at heavily discounted prices) - not how you should position the original, premium, best product - especially after a rebrand. 2) There's not much drawing on the heritage of the brand. The original, superior innovation, and the 'fresh' aspect / single use plastics which is so relevant to today's consumers and sustainability. That content exists but on a separate unlinked website! It would have been good to see those environmental considerations taken further in some product lines too, glass with plastic lids, recycled materials etc etc
Love what they have done with the rebrand. Looking forward to reading the full case study and the narrative behind the complete rebrand.
The best example of what a simple and effective visual identity looks like…it's perfect ✨
That's wonderful! Well-established brands also need to have fresh air to communicate accordingly for the time being.
I guess this rebranding is okay. Nothing groundbreaking though. It's an improvement that could have been designed 10 years ago.
Love it! It's simple, tells a story, with a nod to their heritage. Bravo! 💚
Marketing Strategy | Healthcare and Consumer Tech | Growth Specialist
1moThe lid/accent on the T should have been a visual mnemonic anchoring their 'lock in freshness' promise. They don't spell that out for 'modern shoppers' after spending many decades and millions advertising it. 'Useful is beautiful'. Since when did Tupperware become a utility? Are they admitting their innovation is now a commodity? Imo this rebrand seals in blandness, not flavor. In trying to look modern they seem to have abandoned what made them a household name.