Removing a barrier to success

Contigo

Project Scope
Brand Strategy
Brand Identity
Packaging Design

Contigo was poised to become the leading manufacturer of spill-proof water bottles and mugs, but was struggling to communicate the advantages of their Autoseal technology and differentiate their products from others making similar claims.

We designed a brand identity starting with a new logo that balances modern geometric letterforms with subtle flowing curves to better represent the advanced engineering in their products while hinting at the nature of their business: containers for liquids. We then designed iconography to illustrate the benefits of their proprietary technologies and set graphic standards to apply to new technologies they would introduce in the future.

Our research uncovered that the product’s packaging, which presented the product in a traditional box, was a physical barrier preventing consumers from understanding and appreciating Contigo’s superior product design and function. In response, we developed a minimalist packaging strategy utilizing a printed shrink wrap that allows their products to literally come out of the box, enabling customers to physically interact with the bottles and mugs in the retail environment and better understand how they work. This box-less packaging strategy has now become the standard for an industry that finds Contigo as its marketplace leader.