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 today. The Stanley Tumbler, especially, has become an essential part of workdays, road trips and adventures for almost everyone, prompting the leadership team to update the Stanley positioning to reflect the brand’s unique purpose.

Solution:

With one well-hydrated Spark Session, the Stanley and StarryEyed team outlined what the brand has been and what it is before we envisioned what it can become. We mapped key competitors, refined and prioritized consumer personas, and perfected the brand vision and expression. Together, we evolved the brand from another outdoor-adventure product to a compelling lifestyle with confirmed company values and a strategy to introduce the complete lineup of products “built for tomorrow.”

Impact:

The evolved brand book honors Stanley’s history and heritage, and outlines what’s possible for tomorrow. The brand North Star with updated positioning, personality and more are being activated through brand communications, activities, and best of all, among the Stanley team whose original, sustainable products and content continue to inspire wild imagination among creators, builders and inventors worldwide.

Deliverables:

Brand Positioning | Brand Book | Brand Expression Inspiration