Protect What You Love
As a true global category creator, Thermos has a century-old reputation of top-tier performance, quality and durability in beverage and food insulation. However, as new competitors began to reshape consumer perceptions of brands in the category, their leadership recognized a need to reintroduce and reignite how consumers experience the brand.
After extensive consumer research, we created a robust, cross-functional vision for the brand that the entire business could rally around. Including a consumer need states model, positioning and messaging strategy, portfolio architecture, brand identity and visual language, we leveraged their unique equities to craft an authentic brand experience that Thermos alone could claim.