Tupperware parties are definitely a product of the 1950s and 1960s, when the plastic storage products became so popular that the name has become the default generic name for any similar product. For years since, Tupperware products have only been available through MLM representatives. Now, as the company tries to escape that model and establish a retail presence, it turned to Landor to refresh the brand to make it more appealing to modern consumers.
Landor’s solution is based on the strapline, “Utility is beautiful.” It uses characteristics of the products to build the brand: the peel-off container lid inspired a capital letter T with its top peeled back, and the colors of Tupperware containers inspired the brand palette. The scalloped shape on the lids is used in a call-out shape that contains the message, “The Original Since 1946.”
The new identity was announced in January and quietly introduced in the first half of this year. But all may not be well. Tupperware shut down its only facility in the U.S. earlier this year, hinting at financial troubles. A recent security filing shared “substantial doubt about its ability to continue as a going concern for at least one year.” So the new branding may not have arrived in time to save the brand.