Tupperware - a heritage brand, had strong recognition but was largely seen as functional rather than a brand consumers actively shopped. As part of a broader refresh for their 80th birthday, we aimed to reposition it for a more modern audience
I was part of a small creative team for tasked with design system development — helping shape a modular email system that balanced consistency with flexibility.
We explored distinct visual directions across campaigns—defining color palettes, fonts, and components, and elements in a strategic way. We leaned into both archival photography and ai generation to create image styles for an overall more “magical”, vibrant, contemporary feel.
Below is a snapshot of Tupperware’s previous visual system across digital and social touchpoints. While the brand identity remained recognizable, the application of design elements varied significantly, resulting in a fragmented user experience. Tupperware had a big opportunity to reframe what everyday kitchen magic means for modern households.
The exploration of a modular system built on those foundations to establish a more consistent, elevated, and contemporary visual direction and identity.
