Taking Back the Category
Award: Wood Pencil
Wood Pencil / Branding / Large Enterprise / Logos / 2024
Award: Shortlist
Shortlist / Branding / Large Enterprise / Brand Refresh
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. As Tupperware relaunched at retail, our goal was clear: reclaim their name with a full brand refresh — visual system, voice, messaging and tagline — that respects its legacy and sets the stage for another 77 years of success. Together, we restored Tupperware’s status from a category name to the category leader.
