We all know Tupperware — we may even have an old reliable in our own cabinet, passed down and still working perfectly. But runaway success comes at a price. Tupperware became so synonymous with a category that they weren’t getting the recognition they alone deserved — or projecting a strong, distinct personality to consumers. As Tupperware relaunched at retail, our goal was clear: reclaim their name with a full brand refresh — voice, messaging, tagline, and most importantly, visual system — that respects its legacy and sets the stage for another 77 years of success. Together, our work restored Tupperware’s status from a category name to the category leader.

Tupperware’s retail launch meant they had to appeal to a whole new set of eyes: drawing in a younger consumer while not alienating the customers that made their brand what it was today. So we designed a refreshed brand around an insight everyone could relate to — from a new mom trying to save time in getting dinner on the table to a grandparent who’s used their Tupperware tools for years. The insight: useful is beautiful. In a category filled with plastics that stretch the definition of “reusable”, every one of Tupperware’s tools, a container, a knife, a chopper, are ingeniously designed to get tasks done perfectly the first time…and last for generations. Our visual system, heroing tools in use, codified Tupperware as an essential kitchen ally, right by peoples’ sides with perfectly designed tools that they love and rely on for kitchen tasks big and small.

Our visual system is anchored in Tupperware’s iconic container — honoring their roots with the tool that started it all. It’s built to be a dynamic shape, evolving the story by serving as a window different visual moments, from dynamic typography to graphic elements that hero functionality to warm photography showing tools in action. Expanding to typographical elements and imagery, collapsing into a cheerful U-shaped smile to bracket small text and inspiring the new Tupperware icon — a T that incorporates an open and inviting lid — our containing shape is a window into the new world of Tupperware and all the wonderful possibilities it enables. Balancing warmth and modernity with purpose, our messaging owns this inimitable spirit of beloved, trusted functionality — allowing Tupperware to shine through strongly and consistently everywhere they show up.

Together, our reimagined brand restores Tupperware’s status from a category name to the category leader.

Following our rebrand, Tupperware has been recognized as Newsweek’s Most Trustworthy Companies in America 2024 in the Consumer Goods category – coming in at #13. The work was shouted out on social media by several key influencers, including @TinaTakesLunch, @ChefPryanka, @LaraSalamone and @BrooklynFarmGirl. This garnered massive reach across Instagram, TikTok and YouTube. An audience of over 483,200 was reached on Instagram, 80,600k on TikTok and 5,200 on YouTube.