Container Store Brand Guide
This Fortune 100 company created an entire industry around the concept of storage and organization. When you need to get your drawers, closets, fridge, pantry, whatever, together, you go to the Container Store. However, the current brand lacks any distinguishable design elements and often emulates the competition. Not even the primary brand color stands out in the great blue sea of same.
The rebrand and the accompanying campaign are about balancing the aspirational with the actual in order to establish a more curated aesthetic.