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The Container Store Rebrand Touts the Benefits of an ‘Organized Life’

Many people visit The Container Store as they’re contemplating a home or business renovation, but this time  the retailer is receiving the makeover. The chain has rebranded with a new logo, a national ad campaign and a tagline that doubles as an invitation: “Welcome to The Organization.”

The new logo resembles three nested baskets shaped in a subtle smile to represent The Container Store’s three key differentiators: its large assortment of organizing solutions; premium custom closets; and in-home services.

“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 Melissa Collins, Chief Marketing Officer of The Container Store, in a statement. “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.”

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The new branding, developed in partnership with Austin, Texas-based advertising agency Preacher, seeks to reframe organization as something everyone can tackle — regardless of the starting point. The retailer is leveraging TikTok with its first-ever hashtag challenge, #ShowUsYourDrawers, encouraging people to reveal their most closely guarded secret: their junk drawers. Organizational influencers and partners including The Home Edit, Marie Kondo and Cassandra Aarssen are participating in the challenge by revealing the secrets of their junk drawers. (Presumably, you can see the bottom of Marie Kondo’s drawer.)

Beyond social media, a national out-of-home, print and digital campaign will bring “Welcome to The Organization” to a wider audience. The rebrand kicked off on 2/22/22, which the company’s press release noted as “the last most organized day of the century.”.

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