Mr. Lid
Creating a Challenger Brand that Wins

Project Description

Easing Everyday Living

Mr. Lid wanted to be taken seriously. As the only plastic container on the market with an attached lid, he had something important to say. This meant better understanding how this feature would best speak to Moms, the busiest people on the planet. Our goal: To transform the brand from its former “As Seen on TV” look and feel, and position Mr. Lid to capture market share in the crowded plastic food container consumer market.


Branding research – designed to get a broad range of insights and perspectives from our target audiences – included multiple focus groups and a series of branding workshops. This input was used to establish the brand essence showcasing how Mr. Lid could make Moms’ lives easier, one stress-free moment at a time. With a clear positioning statement as a foundation and target audience segmentation based on personas, a new logo, tagline and brand visual identity quickly followed.

Ready to compete with other food storage containers, Mr. Lid’s new, sophisticated product packaging and fresh in-application photography, elevated its differentiating value proposition – as the only container with an attached lid.

See Our Other Work

We want to solve your business challenge.