Home Container Store Backs New Branding With National Campaign
February 23, 2022

Container Store Backs New Branding With National Campaign

Posted In: Retail Articles


As part of its mission to tidy up lives, The Container Store is launching a new company logo, national brand marketing campaign and tagline.

The company is bidding customers “Welcome to The Organization” to kick off the effort. The new logo, Container Stores asserted, reflects a more modern and expressive era for the brand. The icon incorporates three nested baskets in a subtle, uplifting smile shape and represents the company’s core differentiators, Container Store noted, the largest assortment of organizing solutions, premium custom closets and unmatched in-home services.

Developed in partnership with Austin, TX-based advertising agency, Preacher, the campaign reframes organization as a task everyone can tackle, no matter their starting point. To kick off the campaign, The Container Store rolled out its first-ever hashtag challenge on TikTok, #ShowUsYourDrawers, encouraging consumers to reveal the one universal thing we all have but never talk about: our junk drawers. Actor Drew Barrymore will join in the fun by posting about her junk drawer on her namesake television show. Organizational influencers and Container Store partners, including The Home Edit, Marie Kondo and Cassandra Aarssen, will also participate in the challenge, revealing the secrets inside their junk drawers, the retailer maintained.

“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,” said Container Store chief marketing officer Melissa Collins in introducing the new branding campaign. “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.”

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