Dive Brief:

• To coincide with what it calls "the last most organized day of the century," The Container Store on Tuesday introduced a number of changes related to its branding.
• The organization retailer released a new logo, which features three nested baskets positioned in a smile shape. The company said it wanted to represent its vast assortment of organization products, as well as play into how customers feel about the store, according to a company press release.
• The Container Store also launched a national brand campaign and a new tagline, "Welcome to The Organization."

Dive Insight:

The Container Store saw an opportunity to jump on 2-22-2022 — what it calls "the last most organized day of the century" — to launch its new branding campaign.

In addition to a new logo, the company appears to be going after a younger consumer by launching its new brand campaign across TikTok. The retailer launched its first hashtag challenge on the platform dubbed #ShowUsYourDrawers, which encourages users to show off their junk drawers. The Container Store has teamed up with "The Drew Barrymore Show" for the effort and has enlisted the help of influencers and partners like Barrymore, The Home Edit, Marie Kondo and Cassandra Aarssen to participate in the challenge. 

"At The Container Store, we have cultivated a unique and strong brand love because our customers have experienced the life-transforming benefits of an organized life," The Container Store's Chief Marketing Officer Melissa Collins said in a statement. "Our new icon and branding campaign not only advances our brand, but also invites and welcomes new customers and reconnects our existing customer base through emotional storytelling. This new campaign, Welcome to The Organization, is one no one else can own."

The retailer has been busy over the past couple of months. At the start of the year, The Container Store announced it acquired home storage and closet organization company Closet Works for $21.5 million. The move, CEO Satish Malhotra said at the time, is part of an effort to eventually double the company's sales. The company earlier this month also announced plans to launch a tier-based loyalty program and a mobile app.

The Container Store, like most retailers selling home goods, benefited at the onset of the pandemic as consumers invested more into their homes. While sales more recently have dipped below pandemic highs, results remained elevated above 2019 levels. In its most recent quarter, The Container Store reported net sales of $267.3 million, a 3% year-over-year decline but a nearly 17% increase from 2019.