Tupperware - FutureBrand


Empowering a confident future for an iconic culinary institution


Few brands are both truly iconic and instantly synonymous of the category they pioneered. For nearly 70 years, Tupperware has helped women around the world realize a better future for themselves and their families.

However, the brand faced perception issues and outdated associations more indicative of a 50’s era housewife than the vibrantly modern organization Tupperware truly was. As part of an ongoing modernization engagement, FutureBrand partnered with this culinary icon to help them move confidently 'beyond the bowl'.


Tupperware was at a crossroads: people the world over knew the company’s name, but didn’t fully appreciate the brand and it's innovative approach for everything it offered and empowered.

Despite participating in UN initiatives and the Global Economic Forum, there was also low awareness for Tupperware’s purpose as an organization committed to female economic empowerment. And while Tupperware had successfully grown beyond its American roots to establish itself as a truly global brand, it suffered from a fragmented look and feel across markets.

The brand needed a refresh to ensure consistency and elevate its expression as a modern culinary experience— one that felt more premium while radiating the color and confidence Tupperware made famous.

The Solution

Tupperware already had a strong corporate purpose, centered around the idea of empowering women with confidence. By focusing its brand around a powerful new brand expression, "Confidence Becomes You", Tupperware could both own a credible white space in the market while leveraging its existing corporate purpose to tell a more powerful, richer story.

FutureBrand used this platform to update the Tupperware brand globally with a more modern, expressive visual identity that considered every experience in their markets worldwide, complemented by a new personality and tone of voice that shifted the brand from transactional and tactical to more benefit-driven.



"As an iconic brand with a long history and broad name recognition, our hope with FutureBrand was to fully harness the power of our brand on the global stage," said Tupperware CEO Rick Goings, "Our new look and feel, tone of voice and brand signature, ‘Confidence Becomes You’, celebrates our purpose, who we are – and always have been – inside Tupperware and, importantly, allows us to connect with people in a simple and consistent way."

For our efforts, we took home four gold medals at the 2016 Transform Awards, including the Grand Prix.