Rubbermaid - Elegan
The CompanyWidely recognized and trusted, Rubbermaid designs and manufactures a full line of consumer and commercial food storage containers and beverage dispensers, as well as products to store goods and keep homes, closets, garages and outdoor living space clean and organized.
The Task
Rubbermaid was looking for a new brand name to call attention to its up-scale, high-end food storage products that would be sold exclusively at Target stores. Rubbermaid contracted Addison Whitney to develop a brand name that needed to suggest the product offered consumers a functional, high quality product that was innovative and stylish.
The Addison Whitney Solution
Verbal Branding
The goal of the project was to develop a name that would catch the consumer's eye and draw them toward the other benefits of the product, which would be reflected on the packaging. Addison Whitney's verbal team considered all the differentiating features of the product and arrived at the name Elegan.
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