An iconic American brand in need of new relevance.
Agency
HUGE
Client
Tupperware
Product
Site redesign
In 1951 Tupperware had a good product on their hands but didn’t have the sales channels to make it well known. It didn’t become the icon it is today until Brownie Wise, a saleswoman for the company, realized that the entire concept of airtight food storage was new to consumers and they weren’t learning about it on store shelves. She pioneered the home demonstration sales channel that made Tupperware so ubiquitous. Tupperware was deeply in need of the next evolution of their sales model, while still holding on to the Tupperware Parties that made them.
Research
Rarely have I had a more fun after hours agency party than attending a Tupperware Party with a leading sales rep for the Southeast. I walked out of that event with a new admiration for the Tupperware sales structure and the entrepreneurship it fosters. I also walked out with a Kids Basic Baking Set and the truly glorious memory of watching too-cool-for-school young designers geek out over blueberry storage.
Sketches
A room full of white boards is our own little Tupperware Party.
The UX Design
Meet your next party animal
Tupperware is a name that everyone knows, but that most associate with that brown jug that’s always in the back of your grandmother’s fridge.
Our challenge became one of how to introduce a new generation to both the classics that made Tupperware what it is today and to the innovation that is setting tomorrow’s table.
Updating the story
As plastic becomes a dirty word in the 21st century, I told a decades-long story of Tupperware fighting against single-use plastic before there was a name for it. Durability and sustainability always go hand in hand.
The same was true for the resurgence in sales channels that presented themselves as entrepreneurial opportunities. In the modern era there are as many multi-level marketing schemes as there are categories of products. Tupperware had to show why they were the original and more legitimate than modern copycats.
Multiple Shopping Flows
In essence, Tupperware has two streams for commerce on their site. One is to purchase the products, the other is to become a Tupperware sales representative. Crossing between these streams required a great deal of experimentation.
