Coppell, Texas — On the last most organized day of the century (2/22/22), The Container Store is launching a fully reimagined company logo, national brand campaign, new tagline and more. The retailer 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.”
The Container Store’s new logo reflects a more modern and expressive era for the brand. The icon resembles three nested baskets in a subtle, uplifting smile shape, and represents the company’s core differentiators: the largest assortment of organizing solutions; premium custom closets; and unmatched in-home services. Plus, it plays into how customers feel about The Container Store which many cite as their “happy place.”
“At The Container Store, we have cultivated a unique and strong brand love because our customers have experienced the life-transforming benefits of an organized life,” says Melissa Collins, chief marketing officer of The Container Store. “Our new icon and branding campaign not only advances our brand, but also invites and welcomes new customers and reconnects our existing customer base through emotional storytelling. This new campaign, Welcome to The Organization, is one no one else can own.”
The Container Store developed the new campaign in partnership with Austin, Texas-based advertising agency, Preacher.
“Our charge was to take The Container Store to a more emotional place,” says Greg Hunter, executive creative director for Preacher. “By treating organization as a club we can all join, not a chore we can often dread, Welcome to The Organization does just that. Whether it’s applications everyone can ace, a cathartic sharing of the junk drawers we all have, or a new icon that smiles right back at you, we gave the act of organizing an inviting makeover.”
Extending the campaign beyond social media, a national out of home, print and digital blitz bring “Welcome to The Organization” to the masses in an approaching and inviting way. The Container Store believes in the life-transforming benefits of organization, where decluttering leads to destressing.
The Container Store Group, Inc. is the nation’s leading specialty retailer of organizing solutions, custom closets and in-home services — a concept it originated in 1978. Today, with locations nationwide, the retailer offers more than 11,000 products designed to transform lives through the power of organization. For more information, visit www.containerstore.com.
Preacher is a full-service creative company based in Austin, Texas. For more information, visit http://preacher.co.
SOURCE: The Container Store