Sterilite® tuff1 storage container labels

Project Introduction

A highly anticipated and exciting new tote option, the Tuff1 Storage Container extended a unique tote category for Sterilite. The second tote line made from a new type of plastic suitable for outdoor use. With a higher production price than a standard tote it was really important to focus on outdoor activities and it’s three features to help convince the customers of it’s usage potential with out increasing the packaging costs.

Design Goals

maintain Sterilite’s identity and brand
utilize pre-existing standard diecut adhesive label options

use two different sizes to help call out the size differences of the totes at the market place

call out the many outdoor uses of the product equally

boating storage
construction storage
camping storage
sports equipment storage

create three icons that clearly call out item features

cold temperature resistant
stackable
impact resistant

Realized Design

Because these totes were so anticipated there was an unusual amount of individuals involved in the design process, which lead to differences in direction for the label. They were:

vice president of marketing – the sub brand should be the most prominent aspect of the label with the product features following in a close second

senior marketing manager – the items product features should be most prominent

product manager – the hierarchy of the label should be product uses first, displayed only in photos to give a modern look, followed by the product features and no sub-brand, as there would not be enough room

the smaller label should be horizontal to help differentiate the two tote sizes in the market place

Ultimately the vice president of marketing, senior marketing manager and senior management were extremely happy with the resulting labels and the product line has since been purchased by a number of retailers and is doing very well in the market place.