On our Container Stories blog, we often profile customers or Brand Ambassadors who have undergone space makeovers. We've featured closets, kitchens, craft rooms, offices, garages, and even nonprofits and businesses that have been transformed through the power of organization. Recently, however, we decided that it was time we had our own transformation, and we're proud to present our brand-new logo and tagline--"Welcome To The Organization."
Our new logo, which resembles three nested baskets in a subtle and uplifting smile shape, reflects a more modern and expressive era for our brand. It also reflects the three key components of our business: amazing organizing solutions, premium custom closets, and unmatched in-home services. Plus, it plays into how our customers feel about us--we can't tell you how many people over the years have referred to The Container Store 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, our Chief Marketing Officer. "Our new icon and branding campaign not only advances our brand, but it 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."
This campaign reframes organization as something everyone can tackle, no matter their starting point. Organization isn't aspirational, it's attainable. No matter how big or small the organization project, we're here to help you complete it.
So, whether you're an old friend or shopping with us for the very first time, our invitation is the same--Welcome To The Organization!
For more information on our new branding campaign, you can read the press release here.
