Unitainer
Design magic for a container innovator

Unitainer’s unique ability to take a container and turn it into a frankly jaw-dropping space or storage solution was in danger of being undersold. A fragmented online and offline presence, a reliance on rust-flecked tropes and little mention of digital transformation: in short, the company’s ambitions had long been contained by a limited brand identity. What the brand needed was a full profile overhaul to foreground Unitainer’s innovative spirit, take its target audiences on a visual journey of exploration into the world of containers and help set it apart from the competition.

In close collaboration with the pros at Unitainer, we charted the company’s brand positioning by settling on the container king’s USPs, core values and corporate purpose: “We create spaces for possibilities”. This resulted in a succinct mission statement – making things happen – which served as our bedrock for all subsequent visual and verbal communication efforts.

For the logo, we started with a classic container shape, then gave it our best abstract makeover. The outcome is three chevrons that look both like checkmarks – embodying the mission statement – and arrows pointing toward the future. Next up was the colour palette, which we anchored with a deep marine blue emblematic of three things: the company’s home in the port city of Hamburg, the briny deep, and the classic colour of shipping containers the world over.

We built on this with a series of isometric container-based illustrations along with other elements – flowers, palm trees, cocktail glasses, even a duck pool float – to set the imagination racing and demonstrate the countless ways and settings in which these solutions can be applied. We rounded this off with photos that focus on authentic situations (featuring containers, naturally) that underline the strong team aesthetic and can-do mindset at Unitainer as well as X-ray-style imagery as a visually arresting alternative.

Clean, intuitive and instantly eye-catching, the full package is designed to be rolled out with ease online and offline – leaving an impression that strikes a deft balance between serious and spirited. Playful visuals, out-of-the-box thinking and innovation at the forefront of everything: this is one project we couldn’t contain our enthusiasm for.