The Container Store Rebrand

The Container Store is a specialty chain for all things storage. I was given the assignment of redesigning the TCS logo and quickly saw an opportunity for emotional branding. The most important things in life are not things, but often they can be symbolized by things. Some things contain meaning for us personally, even if they’re cheap or without monetary value. From this idea, I came up with #LittleBIGThings and made a logo that exhibits at once this idea and the image of a shopping bag.