Opportunity

William Stanley Jr. forever changed the way drinks are consumed when he invented the all-steel vacuum bottle in 1913. In the century since, his bottle has evolved from an idea to the iconic drinkware we know and love today. The Stanley Tumbler has become an essential part of workdays, road trips and everyday adventures for more people than ever before, prompting the Stanley leadership team to update the brand positioning to reflect their unique purpose.

Solution

With a well-hydrated North Star Sprint, the Stanley and StarryEyed teams outlined what the brand has been and what it is before we envisioned what it can become. We mapped key competitors, refined and prioritized target audiences, and dreamlined about what Stanley can do next. We also perfected the brand vision (purpose, promise, points of difference, promotions, partnerships!) and expression (style, tone of voice, values, photography style and more). Together, we evolved the brand from just another water bottle to a lifestyle brand that amplifies wild imagination with a lineup of beautiful solutions “built for tomorrow.”

Impact

The evolved brand vision honors Stanley’s history and heritage, and outlines how to creatively and consistently express the brand across consumer touch-points. The brand North Star continues to guide marketing communications, activities, and best of all, innovation to create new, sustainable products and content to encourage another 100 years of creators, builders and inventors worldwide.

Deliverables

Brand Positioning | Brand Book | Brand Expression

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