Stanley 1913
Propelling a heritage brand through hype to enduring growth
The challenge
While explosive cultural momentum and commercial growth fueled Stanley into exciting new spaces and communities, the speed and stretch of such successes left the brand fractured, divided between its past, present, and future.
Facing multiple sets of consumer perceptions, stakeholder perspectives, and a growing dissonance between where it had been and where it was headed, Stanley needed a unified foundation and powerful story.
Decode
We immersed in 113 years of history to understand which cultural equities and commercial advantages truly endure. Research with consumers in the US and UK explored how people use the products, what the brand signals, and the directions audiences wanted it to go. We learned that beyond keeping contents cold, hot, or fresh, everyday containers act as visible markers of taste and cultural association. This insight reaffirmed the value of the creator‑builder‑inventor spirit at the core of the brand.
With the strategic foundation and refreshed identity underway, we moved deeper into consumer definition. Together with leaders across brand, product, marketing, and commercial, we built a global segmentation architecture and prioritization. Each priority segment was taken beyond needs and attitudes into applied guidance, linking audiences to design principles, messaging strategies, and channel preferences. Across the priority set, the addressable opportunity spans more than 170 million consumers and approximately 19 billion dollars in annual category value, providing a clear blueprint for connection and scale.
Recode
We developed a new brand strategy and refreshed visual identity system that gave the Stanley 1913 organization a clear direction, a compelling story, and the confidence to move forward. We defined go‑to‑market fundamentals and socialized the work with the global leadership team so decisions across regions and functions could align to the same north star.
To embed the system in day‑to‑day work, we created a digital brand toolkit and a segmentation typing tool that guide how teams brief, design, write, and activate with consistency while adapting to context.
Transform
Our partnership helped Stanley move beyond short‑term hype by shifting from a collection of popular products to a coherent lifestyle‑centered brand. The work identified more than two billion dollars of market opportunity and equipped teams with practical tools that accelerate adoption, including a digital brand toolkit and launch elements designed to mark the step change internally.
Stanley’s new segmentation now informs portfolio planning, campaign development, retail strategy, and media planning across business units. The result is a more precise design process, more relevant communication, and culturally fluent activation as the brand expands beyond hydration and builds its global footprint.
Spotify
Applying advanced behavioral science to turn engagement into habit
