The Container Store
Logo Design
Design a mark to usher in the next iteration of the beloved organization brand.
The Container Store is a nation-wide retail company that believes storage and organization solutions can transform our lives.
Agency: Preacher
Contributions: Logo Design
ECD AD Kellyn Blount
ECD CW Greg Hunter
STRAT Marika Wiggan, Joel Linkewer
BRAND Katie Gibson, Madison Goldston
MOTION Will Johnston
Conceptualization
The Container Store sought a mark that spoke to the emotional benefit of their products: how organization can bring a sense of freedom, peace, and joy. The 40+ year old company asked for a mark that looked like “it had always been there.”
After conceptualizing a variety of visual metaphors, we landed on a nested mark that ladders organized containers up to a subtle “smile.” When the chosen concept was approved, the mark was strengthened to carry itself with, or without the paired logotype.
Alongside the addition of the mark, freeing the logotype from the containing “capsule” allowed for more options for usage. A style guide equips designers to use the logo across a variety of applications.
Launch
To celebrate the launch of the new logo and a new campaign, Preacher created a brand activation around the last most organized day of the century (2/22/22) with a TikTok campaign and a partnership with Drew Barrymore, who celebrates a 2/22 birthday.
The Container Store.
Welcome to The Organization.
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